Seriously Strong cheddar brand manufacturer A McLelland & Son has dropped its raunchy Safe Sex, Dangerous Cheese themed advertising campaign.

Joint MD Alastair Irvine said a new £2m TV campaign would have “all-round family appeal”. It was filmed in Majorca, and is due to be broadcast in February.

Hello! magazine refused to carry last year’s Safe Sex, Dangerous Cheese campaign which featured pictures of semi-naked couples frolicking and eating cheese.