A sizzling summer will be fine for Arla's Discover cheese brand, which is aiming to make burnt bangers, and charred chicken wings a thing of the past.
As the official dairy sponsor of the 2005 national BBQ campaign, Discover has launched a roadshow at supermarkets and is holding events across the UK, demonstrating the best ways to cook outdoors.
An estimated 70 million barbecues will be held in the UK this year, which is double that of five years ago. The market for barbecue food is expected to be worth around £336m by 2008.
Discover brand manager Mick Evans said the sponsorship was the perfect platform to promote Arla's cheese range.
"As new internationally inspired dishes arrive on the menu, outdoor eating has become more sophisticated, and premium products like Discover Halloumi and salad cheese, versus the traditional barbecue of burgers and bangers, are becoming more and more popular.
"Discover will bring a little taste of the continent to barbecues, especially with the addition of tomini, cream blue and mozzarella slices to the range."