Collier's Powerful Welsh Cheddar has undergone a facelift in order to emphasise award-winning quality rather than its heritage.

The new packaging introduced a modern look while maintaining the Collier's identity, the company said. "We've compromised the Welshness of the product somewhat in order to emphasise the quality," added marketing director Chris Swire.

Brand owner Fayrefield Foods will be unveiling the packaging at this year's International Cheese Awards in Nantwich at the end of this month.