Dairy Crest signs licensing partnership with Nickelodeon to boost family appeal
Dairy Crest has partnered with Nickelodeon to redesign its cheese range to enhance its appeal to families.
Dairy Crest signs licensing partnership with Nickelodeon to boost family appeal / Dairy Crest
As part of the partnership, Dairy Crest has revamped its Cathedral City Kids Snacking range and will be moving to 30% less fat ‘Mild Lighter’ cheese, in response to the PHE Change4Life 100kcal snacks campaign.
The new range will feature children’s TV characters from the franchise across eye-catching packs of Cathedral City Nibbles, Towers and Cheese & Toasties, boosting family appeal.
Anca Lazar, senior brand manager, Cathedral City Snacking said: “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’.
“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.”
Marianne James, vice president, commercial partnerships, Consumer Products & Experiences at Viacom Nickelodeon Consumer Products said:“We are delighted to be launching our first ever partnership with the UK’s number one and Nation’s favourite cheese brand and bring our much-loved kids brands to this dynamic category.”