Cravendale's first-ever on-pack reward scheme has attracted nearly 90,000 claims in the 15 weeks since its launch, and the brand is ­ordering extra stock to cope with demand.

The Arla-owned filtered-milk brand started offering items from its Kitchen Collectables range three mugs, a bowl, a teapot, a milk jug, three spoons and a tea towel in September in return for codes collected on special promotional bottles of Cravendale.

Shoppers have to collect multiple codes to redeem reward items, and to date 1.6 million codes have been registered on Cravendale's website, by about 100,000 people. Ninety thousand reward items have been sent out. Traffic to has also risen by an additional 645,000 visits since the launch of the scheme. Cravendale has invested a total of £1m in the promotion, which is due to run until February.