Cathedral City announces major Naturally Smoked launch

NPD sits in new ‘Best of British’ range

Market leaders Cathedral City, the UK’s favourite cheese brand[2] from Saputo Dairy UK, has launched ‘Our Naturally Smoked Cheddar.’ Building upon their 50 years of expertise to celebrate the Best of British Cheeses and extend their reach beyond core cheddar, the significant move from Saputo Dairy UK marks the first time a naturally smoked cheddar has launched in the pre-pack cheese aisle in UK Supermarkets. Made in Cornwall with milk from West Country Farms, Saputo Dairy UK’s Cathedral City is the nation’s favourite cheese brand[3], and is bought by 42% of all UK households.[4]

Cathedral City ‘Our Naturally Smoked Cheddar’ sits as part of the new ‘Best of British’ range alongside new Cathedral City ‘Our Red Leicester’. Launching in 210 Sainsbury’s stores on 13^th September, both SKUs will be available in a 300g block format, bolstering Cathedral City’s portfolio on shelf. Smoked will also be available in 482 Morrison’s stores from October 2^nd.

Commenting on the launch, Louise Reuby, Controller of Innovation for Cheese at Saputo Dairy UK, said: “Once again, we are taking Cathedral City into new and exciting territories. Introducing a Naturally Smoked variety into the pre-pack cheese aisle allows us to tap into growing consumer demand for new flavours in their everyday shop. Naturally smoked over oak chips, it’s a perfectly balanced, delicate smoked cheese, which is testament of our ongoing commitment to innovation, and we are incredibly proud to be one of the first to introduce this on-trend flavour to the category.” 

The smoked market is worth £18m[5], made-up of 86% own label[6]. Cathedral City ‘Our Naturally Smoked Cheddar’ is both the first smoked product and first naturally smoked branded product in pre-pack cheese aisle. The process of naturally smoking cheese ensures that the texture and quality of the cheese is preserved and also results in a better overall flavour throughout.

A significant flavour in the category, the Red Leicester market is worth £96m[7], with own label accounting for 86% of this[8]. Commenting on the launch of Cathedral City ‘Our Red Leicester,’ Louise Reuby said: “Adding Red Leicester is a natural choice for Cathedral City. There was a clear opportunity to bring a branded offering to the market. We have leveraged Saputo Dairy UK’s expertise to create a product that consistently delivers on quality and taste. A true British classic, it sits at the heart of the ‘Best of British’ range. 

“With these two new SKUs under our new ‘Best of British’ umbrella, Cathedral City continues to go from strength to strength.” 

For more information on Cathedral City visit cathedralcity.co.uk.

[2] Kantar Worldpanel 52 w/e 5^th August 2023

[3] IRI 52 w/e 5th August 2023

[4] IRI SIG Outlet + Kantar Discounters & Bargain Stores 52 w/e 05 August, 2023

[5] IRI 52 w/e 15^th July 2023

[6] IRI 52 w/e 15^th July 2023

[7] IRI 52 w/e 15^th July 2023

[8] IRI 52 w/e 15^th July 2023