Jarlsberg Reserve is matured for a minimum of nine months and has been created to appeal to lovers of the nutty cheese who prefer a stronger flavour. It will be available in both random weight packs and deli counters from later this month. Tom Henrik Sundby, MD at Tine UK, which was established in January to sell and market Jarlsberg in the UK, said: "With continual awareness of Jarlsberg among British consumers, and expanding distribution across the range, we see the introduction of Jarlsberg Reserve as a natural progression of the brand's development."
He added that the company was looking to develop new products and packaging formats to expand its presence in the grocery and foodservice sectors. "Jarlsberg Reserve is the first new product that Tine UK has brought to the cheese market, but it will not be the last," said Sundby.