Dairy Crest has revamped its Cathedral City Kids Snacking range with a move to lighter cheese for an improved nutrition profile and a new on-pack partnership with Nickelodeon to enhance appeal to families.
From 10th October, packs across the full Cathedral City Kids’ Snacks range will be moving to 30% less fat ‘Mild Lighter’ cheese, in response to the PHE Change4Life 100kcal snacks campaign. At the same time the range will receive a design refresh which sees the launch of a new two year licensing partnership with Nickelodeon to bring to life popular children’s TV characters from the franchise across eye-catching packs of Cathedral City Nibbles, Towers and Cheese & Toasties, boosting family appeal.
Each of the products in the range has been aligned to a popular Nickelodeon series that appeals to its target consumer age group, which includes the latest favourite with pre-schoolers, Paw Patrol, as well as SpongeBob Square Pants and Teenage Mutant Ninja Turtles.
Designed in vibrant colours to cue health and fun and with Q&As on back of the pack to entertain and educate kids, the new designs will also carry a designated bold green flash carrying key nutrition messages to reassure mums that they are making a nutritious choice for their family – 100% natural, calorie controlled and a good source of calcium and protein.
The relaunch comes in response to Dairy Crest research which highlighted mums’ desire to feel confident that they are making a good product choice for their family, whilst also knowing that their kids will enjoy its taste and be entertained and educated as they eat.
“Our ambition is to build a brand that resonates with both kids and parents alike. Snacking is generally considered a minefield for parents with a vast array of choice across multiple categories. Our research showed that parents harbour a sense of guilt for not always having enough time to offer the best snacks to their kids and feel that brands that traditionally communicate to kids tend to push unhealthy options, making them ‘the baddie’ for saying ‘no’,” explains Anca Lazar, Senior Brand Manager, Cathedral City Snacking.
“Our range renovation seeks to address this, with a fun and appealing pack design to engage the end consumer (the child), combined with a great tasting, natural product and an improved nutritional profile, communicated transparently on pack, so that parents can feel confident that their product choice is both nutritious and one their child(ren) will enjoy. Our aim is to support parents and help them move children away from less nutritious snacks such as crisps and sweet treats. We’re excited to be partnering with Nickelodeon as we embark on this journey and are confident the new packs will resonate with families, helping capture some of the spend that is currently going into traditional ‘less healthy’ snack categories and recruit the next generation of cheese consumers.”
Marianne James, Vice President, Commercial Partnerships, Consumer Products & Experiences at Viacom Nickelodeon Consumer Products adds, “We are delighted to be launching our first ever partnership with the UK’s number one and Nation’s favourite cheese brand and bring our much-loved kids brands to this dynamic category.”
A naturally nutrient rich foodstuff, that is high in protein, a good source of calcium and carries a whole host of other vitamins & minerals, cheese has a strong association with kids’ snacking as part of a balanced diet and is a mainstay of savoury snacks given to children, with 41% of parents thinking it a ‘good snack option for their kids’. The Kids’ Cheese Snack sector is worth £223m in the latest year, driving revenue growth of 1.2%. The Cathedral City Kids Snacking range, comprising Nibbles, Towers and Cheese & Toasties, is worth £6.4m in the latest year.
Cathedral City remains the UK’s number 1 and Nation’s favourite cheese brand, currently worth £274m and purchased by 54% of all UK households.
Source: Dairy Crest