First Milk is looking to take The Lake District Cheese Co. beyond Cheddar by rebranding it as The Lake District Dairy Co.

The company has filed a trademark application for The Lake District Dairy Co. with the Intellectual Property Office, complete with a logo for the new brand.

At present, the brand is used only on Cheddar, including block Cheddar, grated and mini portion formats.

It was worth £45.2m in 2012, and ranked as the UK’s fifth-largest Cheddar brand, after Cathedral City, Pilgrims Choice, Seriously Strong and Wyke Farms [The Grocer Top Products Survey 2012].