Tesco is to introduce a new seven-strong range of “affordable artisan cheeses” in a bid to encourage shoppers to try less mainstream British cheeses.

Produced by Cheshire-based cheesemaker Joseph Heler, all cheeses in the range will be priced at £1.99 for 150g-190g when they go into stores next week.

The cheese category was currently dominated by a small number of varieties, said Tesco buyer David Chamberlain, and Tesco wanted to make it easier for shoppers to try something different.

“Offering the Tesco customer outstanding taste and innovation, at a price that is easy to digest, we have chosen a selection that not only tastes exceptional but offers an excellent level of versatility,” he added.

The range comprises handmade Mature Cheddar, Red Leicester, Double Gloucester, White Cheshire, Cheshire with Spring Onion, Smoked Red Leicester and Toasted Hop Cheddar.

The launch is the latest collaboration between Tesco and Joseph Heler. Last year, Heler launched a 30% lower fat Double Gloucester exclusively into Tesco.