Pilgrims Choice is looking to make blended cheese an everyday purchase with the launch of a 'Speciality Collection' brand.

The four-strong range aims to change perceptions of blended cheese as an occasional or indulgent purchase. It would also encourage consumers to use the cheeses to prepare meals at home with an easy-to-cook recipe on each pack. The category had seen surprisingly little ­innovation for years, said Hannah Fordred, marketing manager at Pilgrims Choice. "The four flavours represent a high-end, premium approach."

The new range includes Wensleydale with lemon and lime, Wensleydale with cranberries, Smokey Cheddar, and Red Leicester and onion crunch (rsp: £2.49 for 200g). It will gradually replace the speciality cheeses sold ­under the main Pilgrims Choice brand. The market for speciality blended cheese is worth £215m (52w/e 13 June 2010 Kantar).