Wensleydale Creamery has launched a new Continental-style blue Wensleydale cheese.

Jervaulx Blue is named after Jervaulx Abbey where Wensleydale cheese was first made. "It would appeal to people who historically don't like blue because of the aftertaste this is a more rounded taste," said Peter Andrew, commercial director at Wensleydale Creamery.

The creamery will provide £250k of support in a bid to achieve £1m in sales in the first year. Listings are confirmed in Booths, Sainsbury's and Waitrose.