Cathedral City has announced a strategic move to reintroduce its 200g price-marked packs (PMPs) in the Mature and Extra Mature varieties, targeting the wholesale and convenience sectors.
The decision to relaunch these PMPs comes in response to insights highlighting that a significant percentage of consumers, about 78%, are increasingly focused on value. Moreover, 66% of shoppers are actively seeking ways to stretch their budget further or lower their weekly shopping expenses.
Abi Armson, a senior brand manager, articulated the brand’s commitment to affordability amidst economic challenges, emphasising the dual benefits these packs offer to both consumers and retailers. She 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.”
The price-marked packs, set at a recommended retail price of £2.59, are positioned as an ‘affordable yet premium’ choice. According to Cathedral City, these packs play a crucial role in conveying value for money, an important aspect for maintaining customer trust and transparency.
These developments are part of Cathedral City’s broader strategy to diversify their offerings. Recently, the brand ventured into the chilled meals category, collaborating with manufacturer Oscar Mayer to introduce a range of meals, including cheesy lasagne, cottage pie, chicken and pasta bake, and macaroni cheese. These products boast at least 30% more cheese compared to comparable own-label products.
Cathedral City remains a popular choice among UK households, with its cheese being purchased by nearly half of them. This popularity underlines the trust and preference consumers have for the brand, which is further reinforced by the introduction of price-marked packs. Armson further noted, “With the addition of our price-marked packs, we communicate value for money effectively within the convenience channel, ensuring transparency and confidence in purchasing decisions.”
The relaunch of Cathedral City’s price-marked packs highlights a strategic focus on balancing affordability and quality in today’s market. This initiative, along with the brand’s foray into new product categories, underscores its commitment to meeting consumer demands while navigating economic realities.
