UK – Lancashire-based Butlers Farmhouse Cheeses has launched a new brand aimed at consumers with busy lifestyles.

Elite Cheddar is said to slice and grate easily and can double as cheeseboard product and a cooking ingredient. Its unique attraction, claims Butlers, is that it melts and re-heats well without turning stringy or hard.

Managing director of Butlers Colin Hall said: “With so little time to spend in the kitchen, people need to store cupboard ingredients that can deliver on taste as well as being extremely versatile. While Elite can be used for sandwiches and snacks straight from the fridge, it is also perfect to use in most dishes that may need to be reheated.”

The cheese is wrapped in burgundy and translucent waxed packaging and has been launched in Tesco and selected Asda stores in time for the Christmas upswing in the premium cheese category.

Butlers enjoyed success at the British Cheese Awards in Stow-on-the-Wold recently, taking gold and bronze medals for its Tasty and Creamy Lancashire cheeses.