Waitrose is encouraging consumers to use more Cheshire cheese in their salads with the launch of a new Cheshire salad cheese product.

Belton Farm Salad Cheese which is sold under Waitrose's Best of British sub-brand is made by Shropshire's Belton Cheese. It has a crumbly texture and a mild salty flavour.

The product would inspire shoppers to see Cheshire cheese in a new light, said cheese buyer Chris Dawson.

"We hope the launch will help develop an alternative use for Cheshire cheese and encourage customers to try using this cheese in a new way," he said.

The launch was one of a number of new territorial products to go in the multiples this year, signalling a comeback for classic territorials, said Belton Cheese MD, Justin Beckett.

"We all know British is best and Cheshire cheese is ideal for any summer salad, making this an innovative, unique and above all tasty new product launch."

The cheese is available now in 220 Waitrose stores, at a six-week promotional price of £1.48 for 200g. It will then be on sale at an rsp of £1.85.