Seriously Strong Spreadable Cheddar is aiming to give the category a boost with a new line-up of products and formats as well as a £3m marketing push.

The launches, staggered throughout the summer, will see the brand entering the cheese portions market for the first time, with its Seriously Strong Spreadable Squares, available in Original and Lighter. There are two further additions to the spreadable range in the shape of Vintage and Caramelised Onion.

The marketing campaign will include TV advertising and social media activity.

Mike Chatters, category sales director at the brand’s owner Lactalis McLelland, said: “With summer here, we can’t wait to offer all cheese-lovers across the UK a new way to enjoy the taste of our iconic extra mature cheddar in a convenient and easy-to-use format.”