Fitness guru Rosemary Conley has joined forces with the UK's largest independent cheese producer for the launch of her first low-fat cheese.

Wyke Farms is launching the Rosemary Conley Full Flavour Mature Cheese - a Cheddar with less than 5% fat, half the calories of full-fat cheese but the same amount of calcium and protein - exlusively into Asda.

The packs, in 200g blocks, grated bags and slice packs, will carry a label to show the provenance and offer a nutritional comparison to regular Cheddar (rsp: £1.98). Rosemary Conley has previously tied up with Oriental own label supplier Kwoks Foods to produce a range of Asian-inspired ready meals. Porridge, nutrition bars and mousses are also sold under her name.

The Wyke Farms partnership is the brand's first foray into dairy. The launch is being promoted through direct mail to 100,000 people signed up to Rosemary Conley's programme.