Saputo Dairy UK is extending its range of lactose free cheese this October with the launch of Cathedral City Lactose Free Nibbles.
The company has also announced a new marketing campaign, Spread the Love, supporting its market leading spread brand, Clover.
Launching into Asda from October, the new Nibbles SKU – a natural kids snack with bite-sized nibbles of lactose free Cathedral City Mild Lighter Cheese – joins Cathedral City Lactose Free Block and Slices to offer consumers a greater choice of free from alternatives, suitable for all the family.
Senior brand manager Cathedral City Snacking, Anca Lazar, explains the move: “Demand for free from alternatives continues to grow, and their appeal is not limited to adult occasions. Our recent snacking research, which highlighted mums’ desire to make good product choices (both nutritious and great tasting) when selecting snacks for their family, uncovered that for some this may mean catering to a child’s dietary intolerance or simply a preference to avoid certain foods in their family’s diet.
“Whilst all aged, hard cheeses are naturally low in lactose, we are therefore going the extra mile and testing every batch of our Lactose Free Nibbles to guarantee there is no lactose left, so that parents can feel absolutely confident in the choice they are making for their family.”
Made from ‘Mild Lighter’ cheese, with 30% less fat than standard cheddar, Cathedral City Lactose Free Nibbles contain no artificial colours, flavours or preservatives, are high in protein and a source of calcium for strong bones2.
Cathedral City Lactose Free Nibbles carry a MRSP of £1.50.
Launching week commencing 14 October, the digital Clover campaign, centred on YouTube and online display advertising, will use animated Clover “buttery kisses” to evoke the love, care and nurture that comes with giving one’s family the very best, while reinforcing the brand’s credentials as a great tasting, reduced saturated fat alternative to butter, with absolutely no artificial ingredients. With tailored messaging targeting specific consumer segments, the campaign will support both the Clover Original product and 2019 spreads Product of the Year1 winner, Clover Light.
Emilie Grundy, Senior Brand Manager explains “Amidst today’s conflicting advice on health, nutrition and ‘good parenting’, our Clover family audience is faced with daily worries about how to nurture a healthy and happy family. As the first major spread brand with no artificial ingredients and two-time winner of Product of the Year, we believe there’s no need to compromise – in choosing Clover you can keep your family healthy2 while still giving them the delicious buttery taste they love. And in so doing, show them that you care.”
Saputo believes the new campaign will help to emotionally connect with families to further drive consideration and accelerate the brand’s dynamic growth. Grundy continues: “Our ambition is to spread the love and get Clover enjoyed by more families all over the UK – to put it at the heart of family life and celebrate the little moments that make life special.”
Since the re-launch of its Clover Original (Sep 2015) and Clover Light (Oct 2018) recipes with no artificial ingredients, Clover has gone from strength to strength, winning spreads Product of the Year twice and consistently outperforming the sector to become the UK’s number one spread brand3, valued at £85.3m4.