A new entrant into the Scottish cheese market is hoping to boost sales by appealing to the patriotism of the Scottish people.

First Milk Cheese has launched a Cheddar made from 100% Scottish milk under the Scottish Pride brand name, which First Milk already uses for butter.

The packaging will have a "supporting Scottish dairy farmers" strapline as the brand tries to grab a slice of a branded Cheddar market, worth £40m in Scotland in the year to May, according to TNS figures.

"Scottish provenance is important to Scottish consumers who like to buy local produce," said Richard Hollingdale, sales and marketing director of First Milk Cheese. "Scottish Pride Cheddar will be produced using only Scottish milk."

Morrisons, Somerfield and Sainsbury's Scottish stores will list the product, which will be sold in 200g and 400g packs, priced at £1.59 and £2.99 respectively.

The product is the first new launch for First Milk Cheese since it was formed last October.