Saputo Dairy UK is pleased to announce the launch of a new Extra Mature line within its popular range of Cathedral City Mini Cheese Snacks.
Cathedral City Mini Extra Mature launches in Morrisons this month, building on the existing range of Mature & Mature Lighter.
The new netted six-pack snacking cheese aims to capitalise both on dynamic growth of in-home snacking behaviour since the onset of COVID-19 and on recent consumer propensity for self-treating, which has seen almost one million new buyers enter the Extra Mature cheese market.
Anca Lazar, senior brand manager Cathedral City Snacking, comments: “As in-home consumption occasions have rocketed in the latest year of national and regional lockdowns, so too has in-home snacking behaviour, Kantar reporting a significant +21% growth in (snacking) occasions. A perennial favourite and comforting fridge staple, cheese has been a popular go-to for consumers throughout this troubling time, being consumed on 23 million more snacking occasions than the prior year.
“Alongside this behavioural shift we’ve seen consumers seeking to treat themselves more during the pandemic and within everyday cheese this has manifested in a growth in popularity of more mature profiles. Now the second-most preferred maturity in Everyday Cheese, Extra Mature has seen value growth of +23% in the last year.
“Our ‘Mini Extra Mature’ launch seeks to capitalise on these trends, offering the same rich & creamy Cathedral City Extra Mature taste consumers know and love, in a convenient ‘mini portion’ – a handy snack to grab from the fridge throughout the day, or the perfect lunchbox filler. Made from 100% natural cheddar, with 83 kcal per (20g) portion, high in protein, a source of calcium and suitable for vegetarians, Mini Extra Mature also ticks a lot of boxes as a nutritious snacking choice.
“The first Extra Mature cheese snack to launch in the market we’re confident our new line will prove popular with a wide spectrum of consumers as the nation returns to routine and demand for convenient formats escalates.”
Cathedral City Mini is the leading Adult Cheese Snacking range in Total Grocery and has maintained modest growth of +4% in the latest 26 weeks, outperforming sector decline of -3% and attracting almost 170,000 new shoppers.
Cathedral City Mini Extra Mature launched into Morrisons mid-March and is line-priced with the wider Cathedral City Mini range.