The dairy co-op hopes the new-look packaging, which rolls out from 2 August, will differentiate its offer from the crowd and boost branded sales to £4m within two years.
Rsps would be increased to reflect the new positioning, said MD Findlay Macleod. The company had struggled to compete on price with larger dairy players and was keen to leave the commodity market behind, he admitted.
"We really need to lift our cheese out of that market otherwise we're just going to lose our shirt."
The Isle of Man was not a very economical place to manufacture dairy products, partly because of high transport costs, added Macleod. The revamp emphasised the centuries-old dairy heritage of the island, he said.