Unilever has partnered with Milk Link to produce a cheese version of 'I Can't Believe It's Not Butter'.

The product, called 'I Can't Believe It's Not Cheddar' is scheduled for launch in early 2011.

'I Can't Believe It's Not Cheddar' will carry the same visual identity as the existing 'I Can't Believe It's Not Butter' spreads range. It will have 30% less fat compared to standard cheddar, is 100% natural and uses a special grade of cheddar from Milk Link's Taw Valley Creamery in Devon, the firm said.

According to TNS research, the reduced fat category is the fastest growing cheese sector and is worth GBP42.7m (US$66.21m) annually and is predicted to be worth GBP64m by 2012.

"This new project is part of Milk Link's continued commitment to innovation to create added-value within the dairy sector, and our work to support the FSA with healthier cheese options," said Milk Link marketing director Hamish Renton.