I CAN'T Believe It's Not Cheddar packs are turning pink to raise money for breast cancer awareness. The pink packs, produced at Taw Valley Creamery in North Tawton, will be available from September 13 and are being launched in-store as part of Asda's Tickled Pink campaign.

The special edition packs, a joint venture between Milk Link and Unilever, are produced at Milk Link's Taw Valley Creamery and will be available in two varieties — Milk Link will donate 10p for every 350g pack (block cheese) sold, and 8p for every 200g (grated).

All money raised for Asda's Tickled Pink campaign goes towards two breast cancer charities – Breast Cancer Care and Breast Cancer Campaign. Since it started in 1996, the campaign has raised over £25-million and is celebrating its 15th anniversary this year.

I Can't Believe It's Not Cheddar, which launched in January, uses a special grade of cheese from Milk Link's Taw Valley Creamery which has 30% less fat compared with standard Cheddar, but loses none of the taste and texture.