Dairy Crest hopes its new Cathedral City Vintage 20 will attract new consumers to the Cathedral City brand. The premium, everyday Cheddar is typically matured for 20 months and the product has a deep, creamy taste with a crunchy, flinty texture that will appeal to consumers looking for a stronger taste. Rrp is about £2.59 and the 200g pack size indicates its usage as an everyday special cheese. Black packaging aims to reflect the product’s premium image and create standout on shelf.