Norseland is launching its Applewood smoke-flavoured cheese brand in a spreadable format to grow its use as a snacking and cooking option.

Applewood Spreadable will be positioned as a cheese for “triple usage”: as a cold cheese spread, a warm snack, and as a cooking sauce. It will hit Tesco and The Co-op Group stores at the end of April (rsp: £1.50/175g).

Norseland saw an opportunity in spreadables through its brand recognition and dominant share of smoke-flavoured cheese, said Matt Levett, senior brand and category marketing executive.

The spreadables category is in 14% value growth, at £312m [Kantar Worldpanel 52 w/e 23 December 2012] against 5.7% growth for the total cheese sector.

Applewood will compete with other products including Lactalis’s Seriously Strong Spreadable Smokey.

The launch will be accompanied by online activity from the retailers, to encourage trial, while the Applewood brand will be given a revamp - including a new website - later in the year.

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