Primula is launching what it claims is the first 100% fresh cheese available in a squeezy tube.

While existing squeezy cheeses were synthetic, the Deli Soft Cheese range contained nothing but pure soft white cheese giving it a more premium feel, said brand owner, Kavli.

The range, which comes in three flavours - Soft Cheese, Soft Cheese with Cracked Black Pepper and Soft Cheese with Smoked Salmon, would stay fresh 14 days after opening, it added.

Packaged in tubes with fliptop lids and star-shaped nozzles for easy piping, the range will be launched into Asda and Tesco on 20 April, at £1.29 for a 150g tube.

The products would help take soft cheese to a new demographic, said Kavli. They also provided quality and convenience while addressing concerns over spillage or spoiling.

Kavli's existing squeezy cheeses sell for about £1.13 a 150g tube.