Cathedral City is reintroducing its 200g price-marked packs, offering value without sacrificing quality.
- The relaunch targets both mature and extra mature cheese varieties for wholesale and convenience sectors.
- The move aligns with consumer trends, as 78% seek value and 66% aim to reduce weekly shopping costs.
- Cathedral City cheese is trusted by 43% of UK households, emphasizing its popularity.
- The brand is also expanding into chilled meal offerings with more cheese content than competitors.
Cathedral City is reintroducing its 200g price-marked packs (PMPs) across both its Mature and Extra Mature cheese varieties. These packs, priced at £2.59, are strategically positioned within the wholesale and convenience channels to provide an option that combines affordability with the premium quality Cathedral City is renowned for. The decision comes in response to market insights showing that a significant segment of consumers, approximately 78%, are now driven by value considerations, with 66% actively seeking methods to cut costs in their weekly grocery shopping.
Abi Armson, senior brand manager at Cathedral City, emphasized the critical importance of affordability in the current economic climate. She stated, “We understand the importance of affordability, especially in today’s economic climate, and are dedicated to supporting both retailers and consumers by offering products that meet their needs.” This relaunch reflects the brand’s strategy to meet consumer needs while maintaining the trusted premium quality of its offerings. Armson also noted that “PMPs are important for both shoppers and retailers, which is why we have decided to bring them back.”
Cathedral City cheese holds a substantial market presence, reportedly being purchased by nearly 43% of UK households. This level of penetration indicates significant consumer trust and popularity. By reintroducing the price-marked packs, Cathedral City aims to enhance its value communication within the convenience channel, thus fostering greater transparency and consumer confidence in purchasing decisions.
In addition to its cheese offerings, Cathedral City is diversifying its product lineup. The brand has ventured into the chilled meals category in collaboration with manufacturer Oscar Mayer. This new range includes items such as cheesy lasagne, cottage pie, chicken and pasta bake, and macaroni cheese. Notably, these products boast at least 30% more cheese content compared to the nearest own-label equivalents, reinforcing the brand’s commitment to quality and consumer satisfaction.
Cathedral City’s strategic product relaunch and diversification underscore its commitment to consumer value and quality.
