Laughing Cow has squeezed its cheese triangles into bottles.

Owner the Bel Group hopes family shoppers who have lost interest in cheese spreads will approve of a convenient, contemporary format.

The launch will be backed by a £3m marketing spend, including a new TV campaign and in-store activity.

Brand manager Stephen Gregory said squeezable bottles were successful across many food categories.

The 175g squeezable bottles of Laughing Cow Squeeze also come in Light version with only 7% fat.