Cathedral City 82 has 50% reduced fat and 33% less calories than standard cheddar. 

The launch aims to move customer attention away from the term ‘reduced fat’ and instead promote quality on healthier lines. 

The range contains 200g blocks, slices and grated formats. 

Nigel Marchant, Cathedral City’s marketing controller, said: “We’ve seen a more recent shift in government, retailer and consumer focus towards calorie reduction, and in response, a rise of calorie-based products in other grocery categories such as ice cream, which are successfully changing consumer perceptions of ‘lighter’ offerings in their respective sectors.”