The producer of Primula spreadable cheese is targeting new customers with a range of upmarket soft cheeses being trialled in Waitrose from this month.

The Cheesy Fusion range sells in tubs priced at £1.69, and producer Kavli is pitching it as an "indulgent treat" using classic ingredients from named dairies.

There are three varieties: white Stilton & apricot, using Stilton from the Long Clawson Dairy in the Vale of Belvoir; Wensleydale & cranberry, sourced from the Wensleydale Creamery at Hawes; and smoked salmon & soft cheese.

A spokesman said the cheeses would be "perfect for indulgent treats, entertaining and social sharing", particularly at Christmas.

The company would develop the range further if the three proved a success, he said, adding that it would also be stressing its ethical credentials during the launch. It is owned by a charitable trust, the Kavli Foundation, which uses profits to support humanitarian, cultural and research products around the world.

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