Cathedral City Relaunches Price-Marked Packs

Cathedral City is relaunching its 200g price-marked packs (PMPs) for both its Mature and Extra Mature cheese varieties, targeting the wholesale and convenience channels. The new PMPs will have a recommended retail price (RRP) of £2.59, aiming to offer consumers an “affordable yet premium” option.

This initiative follows recent insights revealing that 78% of consumers are now “very value-led,” with 66% actively looking for ways to maximize value or reduce costs during their weekly shopping trips.

Abi Armson, senior brand manager at Cathedral City, stated, “We understand the importance of affordability, especially in today’s economic climate, and are dedicated to supporting both retailers and consumers by offering products that meet their needs.” She emphasized that PMPs are crucial for both shoppers and retailers, leading to the decision to reintroduce them, reaffirming the brand’s commitment to delivering value without compromising the premium quality Cathedral City is known for.

Armson highlighted the brand’s popularity, noting that Cathedral City cheese is purchased by nearly half (43%) of UK households, showcasing the trust it has built among consumers. The addition of price-marked packs aims to effectively communicate value for money in the convenience channel, enhancing transparency and consumer confidence in purchasing decisions.

In line with its strategy to diversify its offerings, Cathedral City has also ventured into the chilled meals category for the first time this year in collaboration with manufacturer Oscar Mayer, introducing products like cheesy lasagne, cottage pie, and chicken dishes.