Cathedral City launches first plant-based range
Cathedral City is bringing its expertise and knowledge to the plant-based market with a new plant-based range delivers the great quality people know and expect from Cathedral City in dairy free formats based on the taste of the brand’s iconic creamy cheddar.
In a first for Cathedral City, the plant-based range has taken Cathedral City’s cheese experts years to develop and is set to reinvigorate the plant-based cheese sector. Launching in Tesco from 12th September 2022, Cathedral City Plant-Based will be available in multiple formats including Block (280g), Sliced (150g) and Grated (150g), making it easy for everyone to enjoy no matter what the occasion.
Plant-based alternatives to cheese are now worth £40.2m (RI Total Grocers 52we 6th Aug 2022) and bought by almost 7% of UK households (Kantar Worldpanel 52 week ending 7th Aug 22). As demand for plant-based alternatives continues to grow, Cathedral City’s new range is the ideal choice for those looking to reduce their consumption of dairy-based products without having to sacrifice taste, texture or quality.
Consumer feedback on the new range has already proved extremely positive for the nation’s favourite cheese brand, with 84% of those already leading a dairy free lifestyle confirming they would buy Cathedral City Plant-Based.
The launch is being supported by social media, online and in-store shopper marketing to drive awareness and trial of the new products.
Neil Stewart, head of marketing for Cathedral City at Saputo Dairy UK described the launch as an exciting moment for the dairy free cheese sector. “Demand for free from alternatives is soaring but for some shoppers, such as flexitarians, there hasn’t been an offering which is good enough to encourage them to purchase regularly. That’s where our new Plant Based range comes in, thanks to its delicious and unrivalled flavour and texture.
“This launch is a momentous occasion for Cathedral City; extending our portfolio into dairy free alternatives for the first time with a range of great tasting alternatives to cheese, meaning more people can enjoy our delicious products.”
Cathedral City remains the nation’s favourite as the UK’s number one cheese brand5. It is currently worth £283.8m in total market (IRI All Outlets + Kantar Discounters 52we 6th Aug) and is bought by 42% of all UK households (Kantar WorldPanel 52 w/e 07 Aug 22)