Cathedral City has continued the extension of its Extra Mature offering through the addition of a new SKU to its grated lineup.
Extra Mature Grated went on sale this week in Asda stores with a further listing in Sainsbury’s earmarked for October (rsp: £1.50/180g)
The Saputo brand’s NPD has been launched in a bid to capitalise on 17% volume growth in the grated cheese market over the past 12 months, within which extra mature variants have over-indexed – growing 26% [IRI & Kantar 52 w/e 12 June 2021].
“We’ve seen huge growth of grated cheese, with consumers increasingly looking for ways to prep their meals more quickly and easily while juggling busy lives,” said marketing controller for Cathedral City Neil Stewart. “As life returns to a more ‘normal’ routine and its pace notches up still further, we expect this demand to accelerate.
“We know that a third of shoppers who buy our Cathedral City Extra Mature block cheese buy only this strength profile [Kantar 52 w/e 13 June 2021]. Expanding our grated range enables us to offer these Extra Mature lovers a more convenient solution for assembling their meals, without compromising on quality.”
The new product is set to come in the resealable Doy packaging Cathedral City rolled out across its grated range last year.
Its launch marks a continuation of the brand’s expansion of its Extra Mature line. In April, it added the line to the Cathedral City Mini Cheese Snacks range.