Cathedral City is set to relaunch its 200g price-marked packs (PMPs) in both its Mature and Extra Mature varieties to the wholesale and convenience channel.

The relaunched PMPs, which have an RRP of £2.59, look to provide an “affordable yet premium” option, the cheese brand said.

The move comes as recent insights found that 78% of consumers are now “very value-led” and 66% are actively seeking ways to extract more value from or reduce the cost of their weekly shopping trips.

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Cathedral City senior brand manager Abi Armson said: “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.

“PMPs are important for both shoppers and retailers, which is why we have decided to bring them back. This move reaffirms our commitment to providing value for money without sacrificing the premium quality that Cathedral City is known for.”

She added: “Cathedral City cheese is purchased by nearly half (43%) of UK households, reflecting its popularity and trust among consumers. 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.”

It comes as Cathedral City continues to diversify its offer, having entered into the chilled meals category for the first time with manufacturer Oscar Mayer earlier this year.

The products include a cheesy lasagne, cottage pie, chicken and pasta bake, and macaroni cheese, with the range boasting at least 30% more cheese than the nearest own-label equivalent product.