Leading UK cheddar brand Cathedral City has strengthened its offering in the cheese category with the launch of Cathedral City Lighter, which contains 30% less fat than regular Cathedral City cheddar.
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Dairy Crest, the maker of Cathedral City, claims that this new low-fat cheese retains the flavour of Cathedral City’s popular cheddar. Dairy Crest said the company has invested more than two years developing the cheese, adding that consumer taste tests have rated the new product more highly than other leading reduced-fat cheeses.
The product will be launched with distinctive blue packaging and will be available nationwide this month.
Commenting on the launch, Richard Tolley, marketing director, said: “Cathedral City is committed to leading market developments in line with consumer lifestyle trends. The launch of Cathedral City Lighter is part of an ongoing new product development programme for the Cathedral City brand, which is now valued at GBP122m (US$239.54m) and growing at 17%. With a GBP8m marketing investment planned for the brand for 2007, we’re looking forward to adding yet another successful product to the Cathedral City range.”
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By GlobalData
