Kerry Foods has launched Irish lower fat cheese brand LowLow into the UK, backed by a £5m marketing campaign claiming it tastes as good as full fat Cheddar.

The product comes in specially designed packaging that focuses on a health message rather than diet claims. The packs feature a '100% natural' symbol and 'made with semi-skimmed milk' is written in the logo.

Its launch comes at a sensitive time for the UK dairy industry, which has claimed cheap Irish cheese is devaluing the market.

"Typically, low-fat brands are not viewed favourably in terms of taste and texture, so the focus will be to demonstrate the taste, versatility and meltability of LowLow," said Kelly Rafferty, Kerry Foods' marketing manager for dairy and cheese in the UK.

The range rolls out in Asda this week and Tesco from mid-June. It includes 200g and 400g blocks (rsp £2.06 and £3.86), grated bags and pre-sliced cheese.