Cathedral City is hoping to shak up the category this summer with the launch of Cathedral City Selections.
The Selections are a brand new pack containing individually wrapped pieces of Cathedral City cheddar, designed to revolutionize the in- home snacking market.
Each bag of Selections contains 14 pieces of cheese and is available in three SKUs including Mature, Extra Mature and a Variety pack.
The Variety pack contains Mature, Extra Mature and Cathedral City Vintage 20.
Launching from mid-August across the trade, Selections will be supported with a marketing programme including a brand new above the line campaign, PR, BTL press and sampling activity.
Jackie Wilson, Marketing Manager, Cathedral City said:
“With so few cheese snacks designed for adult consumption, Cathedral City Selections is set to revolutionize in-home snacking by offering consumers an easy, hassle-free way to snack on our cheddar.
“Growth in Total Snacking is predominantly driven by the kids snacking market, however, most snacking takes place at home by adults and in the evening.
“As such, we see Selections as a key driver of growth in this area, presenting an exciting opportunity for retailers.”