Wyke Farms has launched a £100,000 ad campaign for its half-fat Cheddar brand Leskol.
Wyke hopes to reach more than two million UK consumers with the campaign, which is running in seven consumer magazines over the next two months.
Sales are growing 62% year-on-year, according to Wyke MD Richard Clothier.
"January is a great time of the year to draw attention to Leskol. Consumers are looking for lower-fat alternatives," he said.