Tesco has launched dedicated Cathedral City-branded bays in its dairy aisle as part of a pilot to improve Cheddar signposting.

The bays were introduced on a trial basis just before Christmas in a limited number of stores.

The move marks a significant departure from the way Cheddar brands are usually merchandised, typically alongside other brands.

A Tesco spokesman said the branded bays had been launched “to help customers find the best-selling brand” of the Cheddar category.

He did not say how long the trial would run for or whether further rollouts were planned. Cathedral City owner Dairy Crest would not comment.