Cathedral City has taken a step outside its long tradition of producing cheddar cheese to launch two new products: Red Leicester and smoked cheese. This is the latest brand development following Cathedral City’s launch of a plant-based variant of cheddar cheese in 2022.
Part of Cathedral City’s new ‘Our Best of British’ range, this marks the first time the brand has launched a dairy line that isn’t a standard cheddar variant. Brand owner Saputo said it hoped the launch of a branded alternative in a category largely dominated by own label would drive further sales growth.
Breaking new ground with its ’Naturally Smoked’ product, Saputo believes this offers a distinct alternative to artificially smoked cheeses for shoppers. Despite facing a decline in sales last year, Cathedral City remains a dominant force in the cheese category, with annual sales surpassing double those of its closest competitor. This move signifies Cathedral City’s commitment to offering quality options that resonate with existing consumers and people new to the brand.
Saputo is extending its range in a way that sits comfortably within the Cathedral City brand footprint and it is encouraging to see branded offers being launched into a category where private label tends to be prevalent. Cheese is a category in which shoppers are prepared to invest and this launch will be a valuable litmus test for the appeal of brands in markets that are, at present, particularly price sensitive, potentially illustrating what they can bring to categories beyond range and choice, such as enhanced value and growth.