Dairy Crest is revamping its Davidstow Cheddar range with new packaging and two additional flavours – a medium Cheddar and a three-year reserve.

The medium variant (rsp: £4.49 for a 350g pack) goes into the mults in mid-April, with the reserve Cheddar going exclusively into Sainsbury’s in mid-May (rsp: £5 for 250g).

Dairy Crest has also overhauled the Davidstow packaging, rolling out new black, blue and purple packs with gold logos. At present, Davidstow packs are a pale yellow.

“The range, branding and the packaging design needed upgrading to better reflect the quality of our cheese,” said group brand manager Jennifer Hannah. “This upgrade confidently positions the Davidstow brand into the everyday premium Cheddar segment.”

Dairy Crest will support the revamp with a sampling campaign.

According to Nielsen, Davidstow is now worth £16m [52 w/c 2 February 2013].