Cathedral City introduces new plant based smokey cheddar flavour block
Cathedral City is expanding its ‘Our Plant Based’ range with the new launch of its Plant Based Smokey Block SKU. This latest NPD comes nearly two years since Cathedral City changed the face of plant-based alternatives to cheese with the introduction of ‘Our Plant Based’, a journey which has seen it grow by 65% in the last year, to an RSV of £9.1m2.
Smokey is the leading flavour within the plant-based market.3 Using its expertise in both dairy and plant-based, the move marks Cathedral City’s commitment to inclusivity and bringing on-trend flavours to all consumers whether they consume dairy or are dairy-free. The latest addition to the portfolio follows the success of its dairy counterpart, ‘Our Naturally Smoked Cheddar,’ that was released in 2023.
Bringing its knowledge and expertise once again to the plant-based market, Cathedral City has crafted the recipe for the product using water infused with a natural woodchip smoke to create a delicious and dairy-free smokey cheddar flavour. Launching exclusively in Tesco on 16 September 2024, this Plant Based Smokey Block will be the only alternative to cheese in UK supermarkets that delivers its flavour through natural methods, creating a uniquely creamy but intensely smokey flavour.
Amid a rising trend of consumer interest in smokey flavour products within plant-based, the new SKU is ideal for shoppers who are looking for a dairy free alternative to smoked cheddar with a texture and quality similar to its dairy counterpart, allowing consumers to enjoy a close-to-dairy cheese texture no matter the occasion.
Commenting on the launch, Christopher Owens, head of marketing for plant-based at Saputo Dairy UK, said: “Building on the success of Cathedral City Plant-Based, we are taking the range into new and exciting territories, offering consumers more of the flavours they love in dairy-free formats. For Cathedral City, it is an opportunity to further cement the mass appeal of our brand, providing on-trend flavours in both dairy and dairy-free options.”
“Cathedral City is the only major brand to bring a plant-based smokey product to UK supermarkets made using naturally smoked water, rather than artificial flavourings, enabling us to stay true to what we stand for – great-tasting and high-quality products. Our Plant Based Smokey Block is great for melting, therefore topping off your favourite burger with a generous slice is the ideal way to give it a try.”
Cathedral City will be supporting the launch of Plant Based Smokey Block with instore and online activity. The latest addition joins the ‘Our Plant Based’ range alongside Block, Grated, Sandwich Slice and Spreadable formats.
Plant-based alternatives to cheese are now worth £42.2m5 and bought by 8% of UK households. Saputo Dairy UK’s Cathedral City is valued at almost £306m in Total Market and bought by 41% of all UK households.
