Dairy Crest is completing a GBP10m (US$14.8m) relaunch for its Cathedral City brand with a revamp of the line’s snacking range.
“The adult snacking market, worth GBP24m, is growing at 1% year-on-year and represents a genuine growth opportunity for Cathedral City and the category,” the UK dairy group said.
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The company said that the changes were needed to communicate more clearly to consumers the content of each pack. The range of snacks incorporates Cathedral City with Crackers & Pickle, and Cathedral City with Pickle. Cathedral City Mature Minis and Snackpack will also feature the brand’s new packaging to complete the range.
Following the Cathedral City blocks, the snacking range will use the new logo and deeper burgundy colour, which was adopted across the brand in November.
Laura Downey, Dairy Crest head of marketing, cheese, said: “Since our relaunch last November, we have experienced strong growth for Cathedral City and the category as a whole. Cathedral City has grown in value by more than GBP18m to GBP222m. Snacking presents an opportunity for even further growth, particularly as our range fills the gap in the market for natural unprocessed cheese snacks for adults.”
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