Shoppers will pay a premium for cheese from independent suppliers as they associate the products with higher quality than branded alternatives.

Figures from retail analyst Mintel suggest 42% of shoppers would pay more for cheese from a smaller supplier. 

Mintel senior food and drink analyst Richard Caines said: “Brits would pay more for cheese made by smaller or independent cheese-makers. 

“There is room for retailers to encourage trading up.”

Kate Mills, of Heath Stores in Horsmonden, Kent, added: “Our cheese comes from local suppliers Curd & Cure and they are popular. We sell £300 worth a week.”