Saputo Dairy UK has announced plans to launch its iconic Cathedral City cheese brand in the United States by Thanksgiving holiday in November of this year.
The cheese will be manufactured in Cornwall with milk collected from 330 local farms, before being packed and shipped across the Atlantic.
The decision to introduce the brand in the US follows the brand’s successful launch in Canada earlier this year.
'Great British Export'
“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,” commented 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!”
Saputo Dairy UK has started to secure listings for Cathedral City in national retailers spanning the whole of the US, the company added.
The brand will be available in more than 2,000 stores across the US.
Launch Campaign
Along with in-store signage and promotions, the company has installed an 18-storey high, 8,500 square foot digital billboard in Times Square in New York as part of the launch campaign.
Initially, the cheese will be available in Mature, Extra Mature and Vintage variants in blocks of 200 grams.
The packaging has been designed to suit American customers and features the brand’s prestigious Royal Warrant alongside the Union flag to emphasise its British origin.
Cathedral City will be packed in a reclosable pillow pack, setting it apart from shrink-wrapped cheese offered by US companies.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
