CATHEDRAL CITY LAUNCHES TRIAL SIZE PACKS
Cathedral City cheese is introducing new Trial Size eighty gram packs from September 2010.
The Cheddar brand is also launching a version of the successful Vintage 20 and a three hundred and fifty gram pack which will be available in Tesco from 8th August.
Dairy Crest is also changing its existing four hundred gram Extra Mature and Mature Lighter packs to three hundred and fifty gram pack sizes from 4th August.
September 2010 will see the introduction of these new ‘Trial Size’ packs to help deliver value and growth into the cheese category.
Laura Downey, Head of Marketing for Cheese at Dairy Crest, commented:
“Cathedral City has delivered consistent growth by constantly targeting new occasions through NPD and innovative communication.
The introduction of the new Trial Size packs across Cathedral City Mature, Extra Mature, Mature Lighter and Vintage 20 will draw new consumers into the category and also encourage shoppers to increase their repertoire and encourage trial and repeat purchase.
Consumers want to try new cheeses but current pack formats do not allow for easy trial. Driving consumers into these additional formats will increase penetration and frequency for the whole category and gives consumers the opportunity to trade up the value ladder.”
Cathedral City Vintage 20 three hundred and fifty gram is working with Tesco to drive the growth of the Vintage Cheddar segment.
Vintage 20 is growing at +7% in value and +12% YOY in volume sales and is an everyday strong cheese offering.
Cathedral City Vintage 20 is the premium offering of the cheese brand and is a deep, rich, creamy Cheddar.
Vintage 20 is carefully matured for over twenty months to give it a crunchy texture, with the flavour that Cathedral City is famous for. Downey continued:
“We’ve really listened to what the consumer wants and we’re now at a point where we want to grow this segment further. As a result, we hope to continue our current value growth by showing how in tune we are with our consumers and meeting the demand for a bigger pack.
We’re optimistic that this will not only bring new consumers into smaller cheese segments, such as Vintage but also maintain loyalists by offering appropriate pack sizes that meet the demands and needs of the consumer.”
In a bid to further attract new users into the category and to reflect the profile of the shopper, Cathedral City Extra Mature and Mature Lighter will change from four hundred gram packs to three hundred and fifty gram packs from 4th August 2010.
The pack change to three hundred and fifty gram hopes to help to drive trial, penetration and frequency and will replace the current four hundred gram packs of Extra Mature and Mature Lighter.
The Cathedral City Vintage 20 packs come with an MRSP of £4.49, the Extra Mature and Mature Lighter £3.99, Trial Size Mature Lighter, Extra Mature, Vintage and Mature £0.99 per eighty gram.
The total value of the UK cheese market is £2.4bn, which has grown +2.4% vs. year ago.
Cathedral City is the biggest brand in the cheese market worth two hundred and twenty eight million pounds and growing at +17% YOY, compared to the combined value sales of Wyke Farms, Pilgrims Choice and Seriously Strong of two hundred and fourteen million pounds.
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