Norseland has changed the shape and packaging of its Jarlsberg Wedge to give it greater standout on-shelf and make it easier for consumers to use.

The new D-shaped wedge will replace the old doorstop-shaped one and it will also be relaunched in new frosted packaging, replacing vacuum pack.

The product was versatile for all consumer usage occasions, including the cheeseboard, grating, slicing and cubing, said brand and category marketing executive Matt Levett. The shape was introduced after Norseland carried out detailed merchandising analysis of the fixture.

The new-look cheese will go into Tesco from Saturday and The Co-op stores from 5 September.