Bel UK is expanding its Laughing Cow Light range with the launch of its first Cheddar variant for the British market.

The Laughing Cow Light with Cheddar is made with British mature Cheddar and goes on sale in Asda this week (rsp: £1.35), with other mults to follow later this year.

The new flavour is sold in eight single-serve triangles. Bel is hoping to replicate the success of its blue cheese variant, which it said had generated value sales of £3.3m since launch in 2012.