Norway’s quintessential dairy product brunost (brown cheese) will be swallowing a chocolate cow in order to woo new, young fans.

Norwegian dairy giant Tine will replace the traditional reddish-brown whey-based brick with an oval-shaped cheese in a zippered package. The new brunost will have a dark chocolate cow in its centre, so that as each slice is pared off the top, the sweet cow can always be seen.

The original caramel-flavoured cheese has been voted the most Norwegian item in Norway but Tine project developers say nothing is sacred, and promise a range of new variations on traditional products if the brown cow proves popular.