Dairy Crest announced today (16 August) it plans to introduce new trial size 80g Cathedral City cheddar cheese packs in the UK.
The UK dairy group said the products, which will go on sale next month, said the launch will encourage more consumers to try different cheeses.
Dairy Crest cheese marketing head Laura Downey said: “Consumers want to try new cheeses but current pack formats do not allow for easy trial. Driving consumers into these additional formats will increase penetration and frequency for the whole category and gives consumers the opportunity to trade up the value ladder.”
The brand also announced today that it has changed its existing 400g Extra Mature and Mature Lighter Cheddar packs to 350g pack sizes. The company said it was shifting to the new pack sizes to attract new users into the category and to reflect the profile of the shopper, saying the change will help drive trial, penetration and frequency.
Additionally, Dairy Crest is launching a trial version of its Vintage 20 product as well as a 350g pack in Tesco outlets. The company said that its Vintage 20 range is growing 7% in value and 12% year-on-year in volume terms.