Cathedral City, the UK’s number one cheese brand[1] from Saputo Dairy UK, is expanding its popular plant-based range with the launch of two new SKUs.
The NPDs – ‘Our Plant Based Extra Mature Block’ and ‘Our Plant Based Cheddar Flavour Spread’ – have launched in 210 Sainsbury’s stores. The latest additions bring Cathedral City’s ‘Our Plant Based’ range to six offerings, which also includes Block, Grated and Sandwich Slice formats, along with a Spring Onion & Cracked Black Pepper Alternative to Soft Cheese.
The brand is seeing strong repeat sales across the range and now has the 2nd highest Volume Market Share.[2] Having only launched in 2022, the ‘Our Plant Based’ range continues to go from strength to strength, effectively bringing 68,000 new buyers into Plant Based per month, contributing 44% of the Plant Based category’s shopper growth.[3]
Of the new SKUs, the Extra Mature Block is ideal for shoppers who are looking for a cheddar alternative with a stronger flavour profile, and its launch is in response to consumer feedback on social media and via the brand’s consumer Careline. Meanwhile, the new Cheddar Flavour Spread offers a deliciously smooth and creamy texture, with a cheddar flavour in an easy-to-use spreadable format.
Neil Stewart, Head of Marketing for Cathedral City at Saputo Dairy UK, says that the launch reinforces Cathedral City’s commitment to becoming an innovative plant-based producer offering great tasting plant-based alternatives, and showcases the brand as one of the leaders in an ever-growing market which is driving the category forward.
He explains: “We are always listening to what our consumers want, so that’s why are a particularly excited about ‘Our Plant Based Extra Mature Block’. Cathedral City is known for having multiple great tasting strengths, our Plant Based is now no different with the introduction of an Extra Mature variety.
“We are keen to continuously innovate in the plant-based cheese category, which is why we have used our knowledge and expertise and applied them to a spreadable cheese alternative. Households across the country can now enjoy the creamy, smooth texture of ‘Our Plant Based Cheddar Flavoured Spread’.”
Cathedral City’s ‘Our Plant-Based Block’ won a gold medal at the 2023 Free From Food Awards as well as the coveted Plant Based Taste Award in 2022.
Cathedral City remains the nation’s favourite and the UK’s number 1 cheese brand[4], which is currently bought by 42% of all UK households[5].
[1] Kantar Worldpanel 52we 6th August 2023
[2] IRI Total Dairy Free Volume Share 52 w/e 5th August 2023
[3] Kantar World Panel 52 w/e 6 Aug 2023
[4] IRI SIG Outlet + Kantar Discounters & Bargain Stores 52 w/e 05 August, 2023
[5] IRI SIG Outlet + Kantar Discounters & Bargain Stores 52 w/e 05 August, 2023
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