The latest entrant into the UK’s buoyant children’s cheese snack market has gone on shelf in a pack from RPC Bebo UK.
It follows a two-year collaboration between RPC Bebo UK and the UK’s largest dairy processor, Dairy Crest, to develop the packaging for its Cathedral City Chedds Cheese & Toasties.
Chedds Cheese & Toasties consists of six slices of real mild Cheddar cheese and six mini Melba toasts, foil wrapped for crispness in a specially-designed PP/EVOH pack which is heat sealed. Three snack packs at a time are then sold inside a cardboard sleeve.
With parents under continued pressure to offer healthy lunchbox selections, Chedds is the only brand to provide cheese snacks made from 100 per cent mild Cheddar.
Dairy Crest has backed Chedds with a £3m advertising campaign, with a view to rivalling the three leading children’s cheese brands, Dairylea, Cheestrings and Babybel.
Cathedral City Chedds is in all the major retailers in the UK and sales have been strong since it hit the shelves in August.
Dairy Crest is confident that with the backing of the well-established and trusted Cathedral City brand, Chedds will stand out from other cheesy snacks for children.
The children’s cheese snacking category is currently worth in excess of £185m annually and growing at a rate of 1.5 per cent.
RPC Bebo UK
Weldon Industrial Estate
Northamptonshire, NN17 5JX
Tel: +44 (0) 1536 272945
Fax: +44 (0) 1536 272916