New Chedds snack range from Dairy Crest

UK dairy company Dairy Crest has brought out Chedds – a new kids snacking range under its Cathedral City brand. The launch aims to change the sector’s image problem in recent years with some existing branded offerings being perceived by mums to be processed and unnatural, explains the company.

With penetration virtually flat and unit sales in decline, growth is being driven by inflation and increased promotions, with volume sold on deal up 3.2% from last year.

The launch is supported by £3million campaign, including TV, Chedds is made from 100% real mild Cheddar. The range comes in Chedds Cheese and Toasties, Chedds Nibbles and Chedds Bricks varieties.