Lidl rebrands its cheese in honour of Gavin and Stacey return

Lidl has rebranded its Valley Spire Mature Cheddar to ‘Midgeure Cheddar’, paying homage to one of Gavin and Stacey's classic festive gags. Once scene in the show sees Smithy mistakenly combine the name of 80s singer Midge Ure into one word, ‘Midgeure’, likening it to ‘Mature Cheddar’.

Paying homage to the final episode on Christmas Day, Lidl has released a limited edition run of its crumbly cheddar, complete with a bespoke label referencing the mix up. 1,000 blocks of ‘Midgeure Cheddar’ containing British cheese will be available for fans to win as part of a lush giveaway.

Whether it’s enjoyed as part of a festive cheese board, or used up in a grate bubble and squeak, the limited-edition cheese is sure to put a smile on the faces of fans around the country as they prepare to embrace this year’s most festive TV moments.

Fans of a cheesy gag eager to get hold of a ‘Midgeure Cheddar’ block of their own need visit lidl.co.uk/cheese-comp and sign up for the competition before December 8, with winners chosen at random the following week. Tidy.