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New Cathedral City Cheddar snack launched in time for back to school kids

Dairy Crest are launching Chedds, a new kid's snack made from Cathedral City mild cheddar cheese.

A £3 million campaign covering TV, social media and in-store activity is planned to drive sales in a difficult sector. The Kid's Cheese Snacking category has suffered from a negative image, with many parent's viewing the snacks as processed and unnatural. Despite this, category growth is currently at 3.9% but it is being driven by inflation and increased promotions.
Chedds come in three formats; Cheese and Toasties, Nibbles and Bricks. Chedds Cheese and Toasties are three individual snack packs of sliced Cathedral City Mild Cheddar, accompanied by six Melba toasties. Chedds Nibbles are nine individual 18g mini bags of real Mild Cathedral City Cheddar, diced into tiny blocks. Chedds Bricks are eight individual 18g bricks of Mild Cathedral City Cheddar.
Chedds is Cathedral City Mild Cheddar in formats designed to be kid-friendly. It is also appealing to parents because the snack is 100% natural product with no artificial colours or preservatives.
Gemma Baggaley, Dairy Crest Group Brand Manager, Kids, commented:
"Mums want to give their kids a real cheddar cheese snack that's convenient and that their kids will enjoy. Kids want something cool, fun and portable, with plenty of variety that tastes delicious.
"We believe that this is the most important kids' cheese snacking launch in the last decade. We've had an amazing response to the concept and we're committed to making sure this launch is a success for the retailer, the mums that buy and the kids that will eat Chedds."

A £3 million campaign covering TV, social media and in-store activity is planned to drive sales in a difficult sector. The Kid's Cheese Snacking category has suffered from a negative image, with many parent's viewing the snacks as processed and unnatural. Despite this, category growth is currently at 3.9% but it is being driven by inflation and increased promotions.

Chedds come in three formats; Cheese and Toasties, Nibbles and Bricks. Chedds Cheese and Toasties are three individual snack packs of sliced Cathedral City Mild Cheddar, accompanied by six Melba toasties. Chedds Nibbles are nine individual 18g mini bags of real Mild Cathedral City Cheddar, diced into tiny blocks. Chedds Bricks are eight individual 18g bricks of Mild Cathedral City Cheddar.

Chedds is Cathedral City Mild Cheddar in formats designed to be kid-friendly. It is also appealing to parents because the snack is 100% natural product with no artificial colours or preservatives.

Gemma Baggaley, Dairy Crest Group Brand Manager, Kids, commented:

"Mums want to give their kids a real cheddar cheese snack that's convenient and that their kids will enjoy. Kids want something cool, fun and portable, with plenty of variety that tastes delicious.

"We believe that this is the most important kids' cheese snacking launch in the last decade. We've had an amazing response to the concept and we're committed to making sure this launch is a success for the retailer, the mums that buy and the kids that will eat Chedds."

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