Cathedral City has revamped its kids range with a new licensing deal with Nickelodeon, with the range now containing a 30% less fat ‘Mild Lighter’ cheddar!
From today (10 October), the Dairy Crest brand began rolling out its updated kids’ snacking portfolio, with each SKU featuring Nickelodeon TV characters from programmes targeting the product’s target age group.
Cathedral City’s Nibbles targeting three to four-year-olds now feature PAW Patrol characters; Towers for five to seven-year-olds showcase SpongeBob SquarePants, and Cheese & Toasties aim for the eight to 11-year-old market with new Teenage Mutant Ninja Turtles imagery.
The relaunch will also see on-pack messaging highlighting the snacks’ source of calcium, high protein and calorie-controlled credentials in response to research conducted by the brand, which found mums wanted to feel confident about making good choices for their families.
“Our research showed 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’,” Anca Lazar, Cathedral City snacking senior brand manager, told The Grocer.
“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,” she added.
“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.”
Also, from Talking Retail:
Dairy Crest partners with Nickelodeon on Cathedral City children’s snacking range
Dairy Crest has launched a two-year partnered with Nickelodeon to release a new pack design across the company’s children’s snacking range, as well as changing the recipe.
The entire range is now made of 30% less fat “mild lighter” cheese, in response to the PHE Change4Life 100 calorie snacks campaign launched in January this year.
The new packaging will feature characters from some of Nickelodeon’s TV programmes; each product in the range will feature a different character depending on the recommended age for consumption: Nibbles (5x16g, £1.75) will feature Paw Patrol characters for 3-4 year olds, Towers (8x12g, £1.75) will feature Sponge Bob Square Pants characters for 5-7 year olds, and Cheese and Toasties (3x29g, £2) will feature Teenage Mutant Ninja Turtles characters for 8-11 year olds.
Anca Lazar, senior brand manager at Cathedral City Snacking, said: “Snacking is generally considered a minefield for parents with a vast array of choice across multiple categories.
“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’.
“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 children will enjoy.
“Our aim is to support parents and help them move children away from less nutritious snacks such as crisps and sweet treats.”
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Also, from KamCity:
Dairy Crest Revamps Cathedral City Kids Range And Partners With Nickelodeon
Dairy Crest has revamped its Cathedral City Kids Snacking range with a move to lighter cheese and launched a new on-pack partnership with TV channel Nickelodeon.
From this month, packs across the full Cathedral City Kids’ Snacks range will be moving to 30% less fat ‘Mild Lighter’ cheese, in response to Public Health England’s Change4Life 100kcal snacks campaign which was launched earlier this year.
Cathedral-City-kidsAt the same time, the range will receive a design refresh which sees the launch of a new two-year licensing partnership with Nickelodeon to bring to life children’s TV characters from the franchise across packs of Cathedral City Nibbles, Towers and Cheese & Toasties, boosting family appeal.
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 aimed at reassuring parents that they are making a nutritious choice for their family.
The relaunch comes in response to Dairy Crest research which highlighted mums’ desire to feel confident that they are making a good product choice for their family, whilst also knowing that their kids will enjoy its taste and be entertained and educated as they eat.
Anca Lazar, Senior Brand Manager at Cathedral City Snacking, explained: “Our ambition is to build a brand that resonates with both kids and parents alike. Snacking is generally considered a minefield for parents with a vast array of choice across multiple categories. 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’.
“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. Our aim is to support parents and help them move children away from less nutritious snacks such as crisps and sweet treats.”
She added: “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.”
The Kids’ Cheese Snack sector is worth £223m in the latest year, delivering revenue growth of 1.2%. The Cathedral City Kids Snacking range, comprising Nibbles, Towers and Cheese & Toasties, is worth £6.4m in the latest year.
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Also, from Licensing Source:
Cathedral City gets Nickelodeon revamp
Two-year partnership sees new pack design across company’s children’s snacking range and recipe change.
Dairy Crest has revealed a new two-partnership with Nickelodeon on its Cathedral City brand.
The new initiative will see the release of a new pack design across the company’s children’s snacking range, as well as a change in recipe.
The new packaging will feature some of Nickelodeon’s best known characters. Each product in the range will feature a different character depending on the recommended age for consumption, according to Talking Retail.
For example, Nibbles will feature PAW Patrol for 3-4 year olds; Towers will feature SpongeBob Squarepants characters for 5-7 year olds; and Cheese and Toasties will feature Teenage Mutant Ninja Turtles for 8-11 year olds.
In addition, the full range is now made of 30% less fat ‘mild lighter’ cheese.
“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’,” explained Anca Lazar, senior brand manager at Cathedral City.
“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 children will enjoy.”
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Fans can watch SpongeBob SquarePants and Rise of the Teenage Mutant Ninja Turtles everyday on Nickelodeon and Nicktoons and PAW Patrol everyday on Nick Jr.!
More Nick: Nickelodeon Signs Sustainable Clothing Licensing Deal with Trashcode | BLE 2018!
Originally published: Wednesday, October 10, 2018.
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