Dairy Crest has announced the launch of a children’s cheese snacking range in a bid to improve the “image problem” of the category.
The UK dairy company announced today (4 June) that the Chedds range will comprise three products – Chedds Cheese and Toasties, Chedds Nibbles and Chedds Bricks.
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Chedds Cheese and Toasties contains three snack packs of Cathedral City Mild Cheddar accompanied by six melba toasts. Chedds Nibbles contain nine individual 18g mini packs of Mild Cathedral City Cheddar, diced into blocks. Chedds Bricks include eight 18g individually wrapped bricks of Mild Cathedral City Cheddar.
The company said the products will launch in the middle of the month in time for the back-to-school period. The launch will be supported by a GBP3m (US$4.8m) advertising campaign, including TV.
Dairy Crest said that the children’s cheese category in the UK was growing at 3.9% but said products had “suffered an image problem” in recent years.
“Some existing branded offerings being perceived by mums to be processed and unnatural,” the company explained. It said that consumer penetration has remained virtually flat and unit sales are in decline, with growth being driven by inflation and increased promotions.
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By GlobalData“We believe that this is the most important kids’ cheese snacking launch in the last decade,” said Dairy Crest kids group brand manager Gemma Baggaley. “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.”
