Lactalis McLelland is taking the cheese category even more seriously with the launch of a milder Cheddar.

Seriously Smooth Cheddar joins its more mature Seriously Strong counterpart in chiller cabinets and the company hopes that the addition will signpost the brand and category much more clearly.

The cheese company - created when Lactalis bought A McLelland last January - has already extended into spreadable and sliced versions as part of its ambition to turn the brand into the country's biggest cheese name.

Seriously Smooth Cheddar comes in 200g and 400g packs (rsps: £1.69, £3.19).