Squeezable smoked cheese is the latest launch from Primula.

The new variant is set to hit shelves next week as brand owner Kavli looks to tap the growing popularity of smoked cheeses.

"Smoked cheese has experienced double-digit growth recently," said marketing director Craig Brooks. "We've also had a great year with Primula as consumers revert back to trusted, wholesome and good-value brands, so we brought the two together."

The company expects the new variant to give its most popular existing flavour, cheese & chives, "a run for its money".