Cathedral City has launched its plant-based cheese range in Sainsbury’s and Asda, alongside its current listing in Tesco.
In looking to further expand the availability of its dairy-free products, the range available in block, grated and sliced formats will also be rolling out to Morrisons, Ocado and Amazon Fresh laster this month.
The new listings will be supported by a Veganuary campaign, encouraging consumers who are looking to reduce their dairy consumption to try Cathedral City’s plant-based offerings.
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Running across consumer PR, social media and influencer partnerships, this will be further promoted via shopper activations running across the grocery retailers that the products can be purchased from.
“Veganuary is a key time of the year for flexitarians who are seeking plant-based alternatives but are worried about sacrificing on taste, texture or quality,” Saputo Dairy UK head of marketing for Cathedral City, Neil Stewart said.
“For some shoppers, there has not been an alternative to cheese that’s good enough to persuade them to purchase it regularly.”
He added that the Cathedral City Plant-Based range “now provides a great alternative for anyone wanting to reduce their dairy consumption.
“The demand for dairy-free alternatives is on the rise and our new range has brought new shoppers into the category thanks to its delicious flavour and texture. Our expansion into new retailers means that even more people can now enjoy our delicious plant-based products.”
