Bel UK has rebranded its Leerdammer Toastie variant in a bid to extend its appeal across the summer barbecue period.

The line, available in packs of six slices from Tesco, Asda and Sainsbury’s (rsp: £1.90), has been renamed Leerdammer Toastie & Burger, and sports an updated pack design.

Bel UK marketing director Steve Gregory said the rebrand would be supported by a marketing push starting next week - including PoS and targeted retailer mailings - which would tap into the current gourmet burger dining trend.

“There’s an appetite for replicating the gourmet burger experience at home, and having the right cheese is essential for this,” he added.