Norseland is teaming up with Sainsbury’s to promote Jarlsberg cheese on bottles of milk to drive usage of the cheese as a cooking ingredient.

From 6 May, labels on half a million four-pint bottles of own label semi-skimmed milk will carry a recipe for macaroni cheese. It requires both Jarlsberg and milk.

With cooking at home becoming increasingly important, serving suggestions and recipes on products were a key trend, said Matt Levett, senior brand and category marketing executive. “The delicious sweet and nutty flavour of Jarlsberg is perfect melted and its meltability is second to none.”

Norseland hoped to inspire and educate shoppers about usage in new meal occasions, he added.

Shoppers will also be directed to the Jarlsberg website and Facebook page for more recipes. Other suggested uses for Jarlsberg in cooking will include grating it over pasta and using it in cauliflower cheese and cheese sauces.

The bottles will be sold in all Sainsbury’s stores for three weeks.

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