Dairy Crest is hoping to transform the Kids’ Cheese Snacking category with the launch of Chedds; a brand new kids snacking range from Cathedral City.
Launching across the trade from mid-July, in time for the ‘back to school period’, and supported by £3million campaign, including TV, Chedds is made from 100% real mild Cheddar.
Chedds is real Cathedral City Mild Cheddar in formats designed to be kid-friendly and presents a growth opportunity for the Kids’ Cheese Snacking category, valued at £305.6m.
Although category growth is currently at 3.9%, Kids Cheese Snacking has suffered an image problem in recent years with some existing branded offerings being perceived by mums to be processed and unnatural.
With penetration virtually flat and unit sales in decline, growth is being driven by inflation and increased promotions, with volume sold on deal up 3.2% from last year.
Gemma Baggaley, Dairy Crest Group Brand Manager, Kids, commented:
“Mums want to give their kids a real cheddar cheese snack that’s convenient and that their kids will enjoy.
“Kids want something cool, fun and portable, with plenty of variety that tastes delicious.
“Chedds is 100% real mild Cheddar from Cathedral City and comes in three formats that kids will love.
“We believe that this is the most important kids’ cheese snacking launch in the last decade.
“We’ve had an amazing response to the concept and we’re committed to making sure this launch is a success for the retailer, the mums that buy and the kids that will eat Chedds.”
Supported by a £3million campaign, including TV on air from ‘Back To School’, Chedds comes in three formats; Cheese and Toasties, Nibbles and Bricks.
The new product launch will also be supported by extensive below the line activity including PR, social media and in store activity for the back to school period.
Chedds is being launched to offer what the brand hopes will be received by consumers as a “new and more exciting way” to enjoy Cheddar, whilst reassuring mums that they are getting a 100% natural product with no colours, flavours or preservatives.
- · Chedds Cheese and Toasties are three individual snack packs of sliced Cathedral City Mild Cheddar, accompanied by six Melba toasties
- · Chedds Nibbles are nine individual 18g mini bags of real Mild Cathedral City Cheddar, diced into tiny blocks.
- · Chedds Bricks are eight individual 18g bricks of Mild Cathedral City Cheddar
· For more information click here to visit the website.