UK Volume 20 Cathedral City Superbrands UK Annual Vol.20 designed to fit perfectly in a slice of bread for cheese in every bite. The brand’s adult snacking range continues to lead the way in what is a fast-growth sector driven by the launch of Cathedral City’s range of 100kcal Snack Bars, available in Original Mature, Sweet Chilli and Caramelised Onion flavours, which can be found in both Food to Go and supermarket main fixtures. In recent years the brand has also moved beyond the chiller with the launch of Baked Bites, a savoury biscuit snack. In 2018, Cathedral City sought to reassure mums and engage kids with the refresh of its kids snacking range, moving to Mild Lighter Cheese – all the taste but 30% reduced fat – and an on-pack partnership with Nickelodeon featuring characters from Paw Patrol, SpongeBob SquarePants and Teenage Mutant Ninja Turtles. Promotion Britain is a nation of cheese lovers and so in 2016, Cathedral City launched ‘Love Cheese? Welcome to the Club’, a campaign looking to bring the nation together in this wonderful unsaid club. A love that manifests itself through habits or rules that are commonly unknowingly followed, like eating the last bit of grated cheese that’s too hard to grate, eating the crispy bits off the lasagne before serving it or selecting the nacho with the most cheese – what Cathedral City has coined as ‘the Rules of Cheese’. The campaign has featured through the line from TV, BVOD, digital video, social media – including influencer activity and PR to in store with activity at point of purchase. Brand Values Cathedral City’s purpose is to feed the nation’s love for great cheese and meet the needs of cheese lovers, whoever they are, whenever or wherever they enjoy cheese through a commitment to the highest quality and craftsmanship. The brand’s relationship with the countryside means reducing the impact of its supply chain on the environment are of utmost importance. Part of this is seeing Cathedral City actively working to reduce the amount of packaging it uses and to increase the proportion of recyclable packaging across its product range, with the brand on a mission to make all of its packaging recyclable by 2022. *or over 5þ years generations of expert cheesemakers have been making Cathedral City cheese using only Qilk JroQ dediGated JarQers in tLe;est Country to Greate its distinctively rich, smooth and creamy taste every time and Qaking it tLe nation¸s Javourite Market Despite retail price inflation, cheese remains integral to the UK’s shopping baskets, bought by 99% of all households (Source: Kantar Worldpanel, 52we 30th Dec 2018). No brand exemplifies this popularity more than Cathedral City, proudly the nation’s favourite (Source: IRI SIG Grocers and Kantar Discounters & Bargain Stores, Prepacked Cheese, 52we 31st Dec 2018), present in more than 56% of the UK’s fridges (Source: Kantar Worldpanel, 52we 30th Dec 2018) and the 23rd largest grocery brand in the UK, worth £267m RSV (Source: IRI SIG Grocery Outlets 52we 29th Dec 2018). Whilst the UK remains Cathedral City’s heartland, the past few years have seen the brand’s presence grow overseas, with products available in international markets including Germany, Austria and Switzerland. Product Cathedral City exists to meet the needs of cheese lovers, whoever they are, whenever or wherever they enjoy cheese, and to this end offers a broad range of products ranging from fridge staples like block and more convenient solutions like slices and grated, to kids and adult snacking ranges. All Cathedral City’s cheese is made at its award- winning creamery in Davidstow, Cornwall, by expert cheesemakers, generations of whom for more than 50 years have been making Cathedral City, using only milk sourced from dedicated farmers in the West Country, the richest milkfields in the UK, to make the distinctively rich, smooth and creamy taste of Cathedral City. Every batch of cheese made is checked to ensure consumers always get only the very best cheese. Achievements Cathedral City’s focus on taste and quality is recognised not only by consumers but throughout the industry, having won numerous accolades including Gold awards at The British Cheese Awards, the prestigious Nantwich International Cheese Show and the Global Cheese Awards. The brand has also recently been rated ‘Best Chilled / Frozen Brand’ in the 2019 YouGov Brand Index (Source: 2018 YouGov BrandIndex Best Brand Rankings). Recent Developments Whilst Britain remains a nation of cheese lovers, consumption and shopping habits continue to evolve quickly. As a result of this, 2018 saw the launch of Cathedral City’s first Lactose Free range of cheese, taking the brand into the fast-growing Free From sector. The brand also renewed its focus on convenient product formats, responding to ever-increasing demand for solutions to fit consumers’ time- starved lifestyles, with the launch of ‘The Big Slice’, Brand History 1966 Cathedral City is born at Mendip Foods Ltd. 1981 The Milk Marketing Board creates a division called Dairy Crest, the buyer of last resort for all surplus raw milk, ensuring all milk producers in the country have a buyer for their milk. 1987 Dairy Crest becomes a limited company. 1995 Dairy Crest acquires Mendip Foods Ltd and Cathedral City. 2003 Cathedral City launches the first reclosable pack. 2004 Dairy Crest invests £50m into upgrading and creating a world-leading cheddar creamery at Davidstow and production of Cathedral City starts here. 2005 Cathedral City launches its first major campaign – ‘See it, Want it’. 2007 Cathedral City creates Lighter cheese, smooth and mellow with all of the flavour but 30% less fat. 2011 Cathedral City extends into kids and adult snacking with the launch of a range of products for little ones including Nibbles. In addition, Selections, a post dinner evening treat, is launched. 2013 Cathedral City partners with Burton Biscuits to launch Baked Bites, a savoury biscuit snack. 2016 Cathedral City launches the ‘Love Cheese? Welcome to the Club’ campaign. 2017 Cathedral City launches a range of 100kcal Snack Bars. 2018 Cathedral City extends into Free From with the launch of a Lactose Free range of cheese. David Jason voiGed CatLedral City¸s 2þ1Ą ‘Love Cheese? Welcome to the Club’ GaQpaign D-D=39 /23;#