CATHEDRAL CITY LAUNCHES SEASONAL PACKS

October 29th, 2010

Cathedral City is rolling out brand new seasonal packs for winter 2010.

On shelf from 1st November 2010, the new packs will replace selected Cathedral City packs for six weeks in the run up to the Christmas period and will be the first seasonal pack design from the cheese brand.

The festive period represents a key profit opportunity for both retailers and manufacturers and Dairy Crest hopes to capitalize on festive consumer spending with the new limited edition seasonal packs in 2010.

The new seasonal packs from Cathedral City are confident they will provide strong stand out on shelf within the dairy category, helping the brand to maintain a strong sales performance.

Laura Downey, Dairy Crest Head of Marketing for Cheese, said:

“We’re leading the category with a new and engaging pack design to help drive value and volume growth over a key period for branded Cheddar.

“We wanted to offer consumers the opportunity to buy into a festive pack for the first time.

Cathedral City mature festive pack

“We’re constantly looking for new and engaging ways to draw consumers into the category and think that the limited edition festive design will be well received by our loyal consumers.”

The packs will feature a winter scene to encourage consumers to choose the brand over the festive period.

Cathedral City is currently worth over £229.7m, increasing in sales by 21% YOY.