Kraft's Dairylea is romping ahead in the cheese category chart, taking a whopping 70% of featured space promotional activity for the category last weekend - 59 percentage points clear of its closest rival Cathedral City .
The brand's offers included its Lunchables and Dunkers ranges on promotion in all five retailers. The brand has maintained its first position at the end of last year and stays at the top of the overall year-to-date chart, increasing its lead by three points to 53%.
Dairy Crest's Cathedral City, which took second place last weekend with an 11% share of offers across three of the retailers, has moved up one place into second in our year-to-date chart, where it accounts for 17% of activity by the top five cheese brands.
In third place this week is another Kraft brand, Philadelphia, with an 8% share. It was in second place with 19% of promotional activity in 2006. However, the brand has dropped eight percentage points and one place to joint third in this year's chart so far.
With promotions recorded in Sainsbury's last weekend, The Laughing Cow's Babybel brand recorded 5% of activity in the top five cheese chart, securing fourth place. Babybel narrowly missed a spot in the top five chart last year, taking sixth place overall. However, having ramped up its activity in the first eight months of this year, Babybel now sits in fifth place with 9%.
McLelland's Seriously Strong and Golden Vale's Cheestrings are tied for the fifth place in the top five chart. Both secured an equal share of the offers in the multiples, accounting for 3% of activity each.
McLelland's Seriously Strong brand took fifth place in the end-of-year chart in 2006, but it sits in sixth place so far this year. McLelland's Seriously Farmy range is also creeping up the year-to-date chart - sharing 9th place overall.
Golden Vale's Cheestrings is in joint third in the year-to-date chart with 11% of activity alongside Philadelphia, reflecting a leap of three places on its 2006 position.
The brand's offers included its Lunchables and Dunkers ranges on promotion in all five retailers. The brand has maintained its first position at the end of last year and stays at the top of the overall year-to-date chart, increasing its lead by three points to 53%.
Dairy Crest's Cathedral City, which took second place last weekend with an 11% share of offers across three of the retailers, has moved up one place into second in our year-to-date chart, where it accounts for 17% of activity by the top five cheese brands.
In third place this week is another Kraft brand, Philadelphia, with an 8% share. It was in second place with 19% of promotional activity in 2006. However, the brand has dropped eight percentage points and one place to joint third in this year's chart so far.
With promotions recorded in Sainsbury's last weekend, The Laughing Cow's Babybel brand recorded 5% of activity in the top five cheese chart, securing fourth place. Babybel narrowly missed a spot in the top five chart last year, taking sixth place overall. However, having ramped up its activity in the first eight months of this year, Babybel now sits in fifth place with 9%.
McLelland's Seriously Strong and Golden Vale's Cheestrings are tied for the fifth place in the top five chart. Both secured an equal share of the offers in the multiples, accounting for 3% of activity each.
McLelland's Seriously Strong brand took fifth place in the end-of-year chart in 2006, but it sits in sixth place so far this year. McLelland's Seriously Farmy range is also creeping up the year-to-date chart - sharing 9th place overall.
Golden Vale's Cheestrings is in joint third in the year-to-date chart with 11% of activity alongside Philadelphia, reflecting a leap of three places on its 2006 position.
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