Cathedral City Cheddar

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Cathedral City
TypeCheddar Cheese
InceptionJuly 1995
ManufacturerSaputo Dairy UK
AvailableAvailable
Current supplierSaputo Dairy UK
Websitecathedralcity.co.uk

Cathedral City is a brand of Cheddar cheese which is manufactured by Saputo Dairy UK in Cornwall in the United Kingdom. Cathedral City's brand and logo is based on Wells Cathedral in Somerset.[1]

History[]

Cathedral City is produced from one twenty five year old recipe at Davidstow in Cornwall, which has neither city status nor any cathedral.[2] However, the original owners of the brand, Mendip Foods, were based in the cathedral city of Wells in Somerset. Dairy Crest bought the brand from Mendip Foods Ltd in July 1995.[3][4]

Dairy Crest announced an integrated marketing campaign designed to drive growth for Cathedral City in October 2007, which it has called The Big Cheese Tease.[5][6] The next advertising slogan Cathedral City Cheese used was “Mature, yet mellow”.[7] Cathedral City was cited in research published by the British Medical Journal highlighting the fact that branded cheeses generally had higher salt content than supermarket own brands.[8]

Saputo bought Dairy Crest in July 2019, the purchase being announced in February 2019.[9][10] As of February 2022, the cheese is manufactured at Davidstow Creamery and matured at the distribution centre at Nuneaton. A new advertising campaign was launched in October 2020 with the strapline “Reasons For Cathedral City”.[11][12]

Another advert that was created with repurposed footage which was launched in April 2020, urged people to stay at home during the lockdown which went into force the month prior.[13] The brand was officially launched in the United States in September 2020, this following the launch in Canada the previous month.[14][15][16]

Reception[]

In the annual rankings of all businesses in the United Kingdom in December 2012 compiled by YouGov’s BrandIndex, it was rated as tenth most popular brand in the United Kingdom; the most popular food or drink, ranked higher than Starbucks Coffee.[17]

References[]

  1. ^ "Cheddar is the toast of dairy company". thetimes.co.uk. 10 February 2017. Retrieved 9 November 2020.
  2. ^ "Dairy Crest invests £85m in cheese factory as overseas demand grows". theguardian.com. 23 May 2018. Retrieved 9 November 2020.
  3. ^ "Dairy Crest's UK Distribution Center Continues To Set The Standard For Chilled Dairy DC's". foodonline.com. 4 August 2006. Retrieved 7 November 2020.
  4. ^ "Dairy Crest Group (DCG)". investegate.co.uk. 30 May 2003. Retrieved 29 November 2020.
  5. ^ "Dairy Crest in major marketing campaign for Cathedral City cheese". www.talkingretail.com. 3 October 2007. Retrieved 10 August 2019.
  6. ^ "Cathedral City launches sampling campaign". marketingweek.com. 3 October 2007. Retrieved 9 November 2020.
  7. ^ "CATHEDRAL CITY A mature yet mellow Cheddar United Kingdom Trademark Information". trademarkelite.com. 3 September 1998. Retrieved 17 August 2021.
  8. ^ "Cheese too salty and a risk to public health, study finds". theguardian.com. 6 August 2014. Retrieved 8 August 2014.
  9. ^ "End of era for Dairy Crest name in Saputo takeover". www.fwi.co.uk. 16 May 2019. Retrieved 10 August 2019.
  10. ^ "Say cheese: Canadian rival to buy Dairy Crest with near-£1bn offer". thetimes.co.uk. 23 February 2019. Retrieved 7 November 2020.
  11. ^ "Cathedral City returns to TV screens with 'Reasons For Cathedral City' ad campaign". www.retailtimes.co.uk. 23 October 2020. Retrieved 9 November 2020.
  12. ^ "Cathedral City returns to TV with £1m advertising campaign". asiantrader.biz. 26 October 2020. Retrieved 9 November 2020.
  13. ^ "VIDEO: Cathedral City advert created with repurposed footage". mediashotz.co.uk. 16 April 2020. Retrieved 9 November 2020.
  14. ^ "Cathedral City enters US market with trio of cheddar products". thegrocer.co.uk. 21 September 2020. Retrieved 6 August 2021.
  15. ^ "Cathedral City Launching in the US". uk.saputo.com. 18 September 2020. Retrieved 6 August 2021.
  16. ^ "Cathedral City cheeses now available in Canada". foodincanada.com. 10 August 2020. Retrieved 6 August 2021.
  17. ^ "BBC iPlayer top of the brands as tax scandal hits Starbucks and Amazon". The Guardian. 25 December 2012. Retrieved 25 December 2012.
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