First Milk has added a mild variant to The Lake District Cheese Co. Cheddar line-up as the brand hit £50m in sales for the first time.

The Lake District Cheese Co. mild Cheddar (rsp: £3.49 for a 400g pack) went into Tesco stores exclusively this month. It joins the brand's mature and extra mature variants, which are sold in most of the mults.

"Extending our range to include mild enables us to give all consumers an opportunity to buy into our brand," said First Milk commercial director Richard Hollingdale.

There were no immediate plans to launch mild into retailers other than Tesco, but a First Milk spokeswoman said it would monitor its performance there.

The extension comes as The Lake District Cheese Co. reached £50m in sales, cementing its place as the fourth-biggest Cheddar brand by value [Kantar Worldpanel rolling 53-week expenditure to 10 July 2011].