Dairy Crest is thrilled to announce an extension to its Cathedral City sliced cheese range with the launch of ‘The Big Slice’. Comprised of larger, thicker cheddar slices, designed to fit a piece of bread perfectly, The Big Slice offers consumers improved convenience and more cheese in every bite.
Fuelled by consumer demand for convenience the sliced cheese sector continues to show dynamic growth, outperforming Total Cheese. Sandwiches remain the dominant occasion, making up 280m sliced cheese occasions1, and weekday packed lunch occasions are experiencing growth of 1.4%2. Dairy Crest research suggests however that headroom opportunity remains to better satisfy the needs of some 64% of consumers who claim to be looking for an ‘ultimate cheese slice’ – one that both delivers on taste and covers the whole slice of bread3.
Natalie Cukierman, Brand Manager Cathedral City Sliced & Grated, comments: “Though convenience is a key purchase driver for sliced cheese, our research found that there was currently no product available on the market that answered demand for ‘the perfect slice’ (of cheese) to cover a whole slice of bread.”
Answering this demand Cathedral City ‘The Big Slice’ delivers the great taste of the Nation’s favourite mature cheddar, with 60% more cheese per slice4. 30% larger than standard slices4 and thicker, ‘The Big Slice’ is the only sliced cheddar on the market that covers a whole slice of bread. Ideal for cold or hot sandwich occasions, the product promises consumers the ultimate in convenience and a truly indulgent sandwich experience.
Cukierman continues “‘The Big Slice’offers consumers a convenient and versatile cheese slice that fits bread perfectly, for cheese in every bite. With Cathedral City the only brand to offer this, we are confident that our latest innovation will provide shoppers with the perfect solution to their sandwich needs.”
The Big Slice will launch into Tesco and the Co-op from late May, rolling out to other retailers in later months and carrying a MRSP of £2.
Cathedral City remains the UK’s no. 1 and Nation’s favourite cheese brand, currently worth £272.7m5 and purchased by 55% of all UK households6.