CC Block High Protein

New sales insight has been released by Saputo Dairy UK for its latest NPD Cathedral City High Protein Half Fat Cheddar, showing sales of the on-trend cheese are being driven predominantly by younger consumers.

Launched in September 2024, the product was the biggest innovation of the year for the brand. Since launch, sales data has shown that Millennial and Gen Z audiences account for 35% of volume sales – three times as many of those age groups that buy the Cathedral City core range (10%).

Of the four new formats available – block, sliced, grated and minis – the latter, designed for on-the-go snacking or a lunchtime protein boost, has proven to be the most popular, accounting for a proportionally high 22% of sales, despite having fewer listings than the rest of the range.

Abi Armson, senior brand manager, said: “We always knew Cathedral City High Protein Half Fat Cheddar would appeal to younger people, but the overtrade in this demographic reaffirms why we brought the product to market. I think it’s a wake-up call for the category that younger people are just as obsessed with cheese as the rest of us, and are attracted by its naturally high protein credentials too.

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