Saputo Dairy UK is pleased to announce the launch of Sandwich Slices within its market-leading Cathedral City range. From mid-April, 150g packs of Cathedral City Mature and Lighter Mature slices will be transitioning to the Sandwich Slice format, with a distinctive new packaging design to drive visibility and articulate the unique product benefit clearly at shelf.
Comprised of larger cheese slices, designed to fit a piece of bread perfectly, new Cathedral City Sandwich Slices will allow consumers to enjoy the great taste of the Nation’s favourite, with the ultimate in format convenience.
Neil Stewart, Cathedral City marketing controller, explains, “The UK is a nation of sandwich-lovers, each of us eating an average of four sandwiches a week and with eight 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 bread3. 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 £241m, continues to show dynamic growth, outperforming Total Cheese. Sandwiches remain the dominant occasion, making up 340m sliced cheese occasions, (five times more occasions than burgers).
Cathedral City Sandwich Slices (150g, 6 Slices) will launch into market from mid April, carrying a MRSP of £2.
Cathedral City remains the UK’s no. 1 and Nation’s favourite cheese brand, currently worth £276.3m5 and purchased by 53% of all UK households4.