Dairy Crest has announced the relaunch of its popular cheddar, Cathedral City, with a new packaging design.

The new packaging design will begin rolling out across the ranges bringing the complete Cathedral City product family under one unified master brand look. The new identity maintains the iconic Cathedral City burgundy, name and cathedral but with a more contemporary feel and stronger variant differentiation at fixture.

The redesigned packaging is supported by optimised brand positioning, NPD and a £4m marketing campaign from June, including TV advertising, shopper marketing and social media.

Cathedral City’s new communication platform focuses on the relationships consumers have with cheddar cheese in the UK through its new campaign, ‘Love Cheese, Welcome to the Club’.

Will Hemmings, head of marketing said: “We are delighted to announce this exciting relaunch for Cathedral City and the programme of support that we have in place which includes soon to be announced npd and a fresh TTL campaign. The new packaging, spanning the entire Cathedral City product portfolio, will help to re-affirm a consistent identity for the brand and maximise our on-shelf stand out at the fixture.”