Saputo Dairy UK has announced a move to Doy (stand-up) packaging for its 180g packs of Grated Cathedral City cheese, offering improved functionality and shelf presence.
Launching this week, the packaging change will apply to Cathedral City Grated Mature, Mature Lighter and Mature PMP 180g SKUS.
The move comes after consumer research conducted by Cathedral City showed that cheese buyers prefer a re-sealable zip-style of packaging, finding it easier to open, pour from and re-close. Cathedral City has taken this feedback on board and updated its grated packaging to reflect this consumer demand.
Andy Thompson, Marketing Manager for Cathedral City comments, "We know that for grated cheese buyers, convenience is key, which is why we’ve improved our packaging to make it easier to open, pour & re-close, keeping the cheese fresher for longer. With our new Doy packaging, on-shelf standout is also improved, making it easier for our customers to find The Nation’s Favourite cheese when shopping in store."
The transition to Doy packaging has been effected with no change to plastic usage of the primary pouch and a 15 per cent reduction in SRP packaging material of the 180g SKUs. The new Doy pack flexible cheese film is recyclable via the TerraCycle® Cheese Film Recycling Scheme, launched by Cathedral City earlier this year in July.
The Grated cheese category is worth £377m in Total Market and has seen volume growth of 15.4 per cent over the last 52 weeks1. Cathedral City Grated is the leading brand in Grated (cheese), currently worth £8.8m1.
1. IRI SIG Outlets + Kantar Discounters & Bargain stores 52we 3rd Oct 2020
