Sliced meat brand Billy Bear is extending into the cheese market.

Billy Bear Cheese is launching officially at the International Cheese Show 2014 in Nantwich next week and will roll out to the mullts from October. Sole UK distributor Golden Acre dairy Foods described the product as bringing “genuine innovation and fun.”

Produced by German supplier Feldhues Group, Billy Bear meat slices are available in pre-pack and deli counter formats. The brand has UK retail sales of about £10m, according to Golden Acre, with 80% coming from pre-pack.

The cheese will be sold in 80g five-slice pre-packs, with the rsp yet to be set. It will be made by Feldhues in Ireland.

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