Cathedral City has gone for a major revamp of its kids snacking range with a move to lighter cheese for an improved nutrition profile and a new on-pack partnership with Nickelodeon.
The full range has moved to 30% less fat ‘Mild Lighter’ cheese from 10 October, in response to the Public Health England’s Change4Life 100kcal snacks campaign.
“Our research showed that parents harbour a sense of guilt for not always having enough time to offer the best snacks to their kids and feel that brands that traditionally communicate to kids tend to push unhealthy options, making them ‘the baddie’ for saying ‘no’,” said Anca Lazar, senior brand manager, Cathedral City Snacking.
“Our range renovation seeks to address this, with a fun and appealing pack design to engage the end consumer (the child), combined with a great tasting, natural product and an improved nutritional profile, communicated transparently on pack, so that parents can feel confident that their product choice is both nutritious and one their child(ren) will enjoy.”
The brand has ushered in a design refresh to further enhance the family appeal with a new two year licensing partnership with Nickelodeon.
Popular children’s TV characters from the franchise will be featured across packs of Cathedral City Nibbles, Towers and Cheese & Toasties. Each of the products in the range has been aligned to a popular Nickelodeon series that appeals to its target consumer age group, which includes the latest favourite with pre-schoolers, Paw Patrol, as well as SpongeBob Square Pants and Teenage Mutant Ninja Turtles.
Designed in vibrant colours to cue health and fun and with Q&As on back of the pack to entertain and educate kids, the new designs will also carry a designated bold green flash carrying key nutrition messages – 100% natural, calorie controlled and a good source of calcium and protein.
“We’re excited to be partnering with Nickelodeon as we embark on this journey and are confident the new packs will resonate with families, helping capture some of the spend that is currently going into traditional ‘less healthy’ snack categories and recruit the next generation of cheese consumers,” Lazar added.