Bel UK is looking to tap into the British love of cheese on toast with a new Leerdammer variant designed for toasting.

Leerdammer Toastie is sliced thicker than standard Leerdammer, and the recipe is richer and creamier.

“We know the majority of Leerdammer slice usage is currently in cold sandwiches - this exciting piece of NPD will help us encourage a new, complementary usage occasion,” said James King, Bel UK marketing director. The company cited Mintel data suggesting cheese on toast is the second-most popular cheese meal eaten at home, after sandwiches.

The product soft-launched in Waitrose in March, with listings in Tesco to follow this month and Asda in May. It will be supported by an on-pack promotion offering a money-back guarantee. A TV ad will run towards the year end when temperatures fall and consumers start craving foods like cheese on toast.

Last October, Lancashire cheesemaker Dewlay launched Leigh Toaster in Asda.Previously, Alex James launched Cheddar and mozzarella ‘blankets’ under his Alex James Presents range. The line is no longer on sale.