Cathedral City returns with festive packaging | Red Tractor

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Cathedral City returns with festive packaging

Added 23 Nov 2017
Continuing its annual tradition Cathedral City has undergone a fun, festive makeover which will see celebratory packaging return across its range of Block Cheddar throughout November.
The limited edition packaging will create stand out on shelf and bring seasonal cheer to the cheese fixture, helping drive shopper engagement. Maintaining Cathedral City’s strong identity & heritage, the packs have been given a festive feel with the addition of a Winter snow-scape and seasonal greeting. 
Themed packaging will be launched across 350g & 550g blocks of Cathedral City, including Mild, Mature, Mature Lighter, Extra Mature and Vintage and inners of the 2 x 350g Twinpack range.
Cathedral City Senior Brand Manager Jenny Blanco Barcia said “Since 2011 our festive packs have proven to be popular with shoppers, bringing a seasonal nod to the cheese aisle and creating interest at fixture. We’re pleased this year to be bringing back our Winter snowscape design across our Block range to help retailers maximise their sales at this important seasonal peak.“
 
The Winter holiday season is a key period for the cheese category and sees consumers trading into premium products and stronger flavour variants, driving 21% growth1,. Vintage Cheddar sales see a particular boost (+27% Val)1. Cathedral City, the year-round nation’s favourite cheese brand, becomes even more so over the festive period, gaining 0.5% pt share of branded block Cheddar.
 
Blanco Barcia explains “At a time of year when many households are stocking up on essentials and entertaining friends and family, Cathedral City, a much loved favourite, is the go-to brand for great tasting consistent quality. The real star of the show is our Vintage 20 product, matured for 20 months, a smooth yet crunchy cheddar with a long lasting flavour, perfect for the festive cheese board occasion.”
 
Cathedral City, the Nation’s favourite, is currently worth £267m and remains the UK’s number one cheese brand3. The brand has gone from strength to strength, growing at 5.4% in the latest year with its block range driving +5.3% volume growth3. Cathedral City Vintage 20 is the No.1 Vintage Block Cheddar, generating well over 40% more revenue than its nearest competitor.
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