Wyke Farms is handing consumers the task of choosing its next pack design, as the 150-year-old brand has its first crack at “co-creation”.

The Somerset cheesemaker has shortlisted three pack designs for its portfolio ahead of a rebrand in the autumn.

The company has posted the designs on its Facebook page and is asking its Facebook fans - which number about 4,750 - to follow a link and vote for their favourite design. It is also encouraging its Twitter followers to vote.

Good, proactive consumer engagement was often talked about within the industry but was rarely seen, said Wyke Farms MD Rich Clothier.

“We are proud of our transparency and our ability to embrace ultra-modern practices within our traditional business.”

Wyke Farms will use whichever design gets the most votes. Voters will be entered into a prize draw to win a selection of Cheddar.

The company is keeping details of the rebrand - its first since 2009 - under wraps for now. However, it said it hoped to give the brand more on-shelf visibility through “block branding” while maintaining its premium image and farmhouse feel.