Cathedral City cheese launches in sandwich slice format

Saputo Dairy UK has announced the launch of Sandwich Slices within its market-leading Cathedral City cheese range.

Cathedral City’s Mature and Lighter Mature cheddar cheese options will be transitioning to the new Sandwich Slice format, which is designed to fit a piece of bread perfectly.

Neil Stewart, Cathedral City’s marketing controller, commented: “The UK is a nation of sandwich-lovers, each of us eating an average of four sandwiches a week and with 8 in 10 lauding the humble sandwich as their favourite lunchtime dish. A perennial classic, cheese remains the nation’s favourite filling (with ham and cheese a close second), and these cheese sandwich occasions are by far the biggest contributor to sliced cheese volume.

“As the nation’s favourite cheese, our ambition is to bring consumers the ultimate ‘nation’s favourite’ (cheese) sandwich. Our consumer research found that the square slices currently on the market aren’t optimised for using with bread; over half of consumers revealing that they have to use 1.5-2 slices of cheese in their sandwich and almost 2/3 of our sample telling us they wanted a (cheese) slice that covers the whole slice of bread. In response to this demand we’re taking the bold step to migrate our full Cathedral City sliced cheese range into a larger ‘sandwich sized’ format, for the perfect fit – with cheese in every bite. As the only brand to offer this benefit, we are confident that our latest innovation will provide shoppers with the perfect solution to their sandwich needs.”

Fuelled by consumer demand for convenience, the sliced cheese sector, currently valued at £241 million, continues to show dynamic growth, outperforming Total Cheese. Sandwiches remain the dominant occasion, making up 340 million sliced cheese occasions, (5 times more occasions than burgers).

Cathedral City Sandwich Slices (150g packs of 6 Slices) will launch into the market from mid April 2020, carrying a MRSP of £2.

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