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Dairy Crest to introduce cheddar snack brand in new packaging format

UK-based dairy food company Dairy Crest, the producer of Cathedral City cheese, is all set to launch the cheddar kids snacking brand Chedds’ Cheese & Toasties in a new packaging format in June 2013.

The single pack comprises six slices of mild Cathedral City Cheddar and six pieces of Melba toast and will be available in cases of 12.

Dairy Crest senior shopper marketing manager Adam Mehegan, commenting on the launch, said, "We want to help the convenience sector share more of this success by launching a format that is more relevant to the convenience shopper’s missions and basket size."

The new format of Chedds Cheese & Toasties is expected to give the kids snacking brand a broader appeal, targeting the convenience shopper specifically, the company said.