Pilgrims Choice has kicked off a campaign to promote its Pilgrims Choice Lighter Cheddar variants.

The push includes an eight-week press run, digital activity and a sampling roadshow hosted by Pilgrims Choice-themed cowboys.

Pilgrims Choice had worked hard with its creameries to establish recipes that contained 30% less fat without any compromise on taste, said brand controller Mike Harper. “We now want to raise awareness of these products.”

On 20 February, the brand will attempt a Guinness world record for the largest blind taste test - featuring Pilgrims Choice Lighter - at Manchester’s Trafford Centre.