Cathedral City, the UK's number one cheese brand, is proud to announce it has enjoyed growth of 19% over the last 12 months to reach a market value of £100.7m.
With a 10% market share, this latest announcement sees Cathedral City continue to dominate branded cheddar and widen its market leading position over its closest competitor to almost £50 million.
This extraordinary growth has been fuelled by a series of strategic marketing initiatives throughout 2005. Forming the crux of a £5m marketing support plan has been the hugely popular ‘See It Want It’ TV advertising campaign highlighting the irresistibility of ‘Cathedral City on Toast’, as well as an extensive PR campaign, a packaging redesign, sampling activity and an innovative NPD programme. 2005 has also seen a number of strategic partnerships including the launch of the Family Favourites campaign with Leukaemia Research.
With further, extensive marketing support planned for 2006 both above and below-the-line, as well as major NPD activity, Cathedral City is confident strong brand growth will continue into 2006 and beyond.
Richard Tolley, Marketing Director, comments: ‘‘Despite an increasingly competitive marketplace, 2005 has proved to be a hugely successful year for Cathedral City. The brand has continued to exploit the considerable opportunities for growth in the adult snacking market with the introduction of high-growth convenience products such as the Cathedral City Lunch Pack. Extensive marketing support plans have also helped drive growth across the brand. With continued NPD and extensive marketing support planned for 2006 we are looking forward to further developing the leading brand status of the UK’s number one cheese brand.”
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