Dairy Crest is pushing Country Life into the cheese category, as it aims to make the brand a major player across dairy.

Launching in Sainsbury's next month, the four speciality cheeses - Cornish vintage Cheddar, Cornish soft creamy Brie, Dovedale soft creamy blue-veined cheese and rich Stilton - will follow the brand's debut in milk, as it launches an organic line in Tesco next month.

Dairy Crest is aiming to expand Country Life from its butter heartland. The company said the new cheeses exploit the opportunities of the £419m speciality cheese market, which is growing 7.7% year-on-year. They will also tap into growing consumer awareness of provenance and local sourcing because they are made with milk from local farms and carry the Red Tractor logo.

The cheeses are wrapped and come in cardboard packages sporting the brand's traditional green and gold livery. They will be available in 150g-200g sizes (rsp: from £1.99 to £2.99).