The Black Farmer has continued its assault on the fresh food category by launching into cheese.

Sourced from Somerset farmhouse cheesemaker Alvis Bros, The Black Farmer Sweet Mature Cheddar is 'a traditionally made cheese with deep flavour and a rounded sweet finish'. Discussions were ongoing with Asda, Ocado and Sainsbury's over listings, said owner Wilfred Emmanuel-Jones. "I'm hoping to develop a new category of sweet cheese. My research shows there are a number of customers looking for a sweet mature cheese with great flavour."

Cheddar cheese had also become a commoditised and price-dominated category that would benefit from some smaller brands alongside the leading names, he added.

Sweet Cheddars are not unheard of in the UK, with Milk Link's Tickler and a Tesco sweet variant among the more high-profile examples.