Saputo Dairy UK has announced the launch of its Cathedral City brand in the US. The launch follows the brand’s debut in Canada earlier this year.
Saputo, formerly known as Dairy Crest, said it has started to secure listings for Cathedral City in national retailers spanning the whole of the US. The cheddar is expected to be on sale in over 2,000 stores by the Thanksgiving holiday in November.
The cheese will continue to be made in Cornwall, before being packed and shipped across the Atlantic.
New packaging has been designed specifically with American customers in mind, showcasing the brand’s Royal Warrant alongside the Union flag to emphasise its British heritage. The company stated that Cathedral City’s unique reclosable pillow pack should also serve to set it apart from the shrink-wrapped formats more typically used by US cheese producers.
Cathedral City’s launch is being promoted by a media campaign, including an 8,500 sq. ft. digital billboard standing 18 stories tall in Times Square in New York, as well as in-store signage and promotions.
“With the successful launch of Cathedral City in Canada under our belt, we are now eager to distribute our Great British export more widely across North America,” said Adam Braithwaite, Commercial Director of Saputo Dairy UK.
“The UK’s favourite cheese brand deserves a wide audience and who better to share it with than the US – the largest nation of cheese-lovers in the world!”