OH, WHAT’S O-CURD-ING? LIDL ANNOUNCE LIMITED-EDITION ‘MIDGEURE CHEDDAR’ TO CELEBRATE RETURN OF ICONIC UK SITCOM

• To celebrate the return of one of Britain’s favourite sitcoms this Christmas, Lidl has announced the launch of ‘Midgeure Cheddar’*, paying tribute to one of the show’s classic festive gags 

• Rebranding its Valley Spire Mature Cheddar to ‘Midgeure Cheddar’, the cheese plays on one character’s iconic mis reference of an 80s singer  

• The retailer will be giving away 1,000 blocks of the themed cheese, with fans able to apply for a chance to win via lidl.co.uk/cheese-comp between the 2nd and 8th December 

2ND DECEMBER, LONDON – Only 23 days to go now, babe! To celebrate the return of Britain’s favourite Welsh/Essex based sitcom this Christmas, Lidl has rebranded its Valley Spire Mature Cheddar to ‘Midgeure Cheddar’, paying homage to one of the show’s classic festive gags. 

A popular misreference in the well-loved TV show, one of its funniest characters mistakenly combines the name of 80’s 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 deliciously crumbly cheddar, complete with a bespoke label referencing the mix up. 

1,000 blocks of ‘Midgeure Cheddar’ containing 100% British cheese, aged up to 6 months will be available for fans to win as part of a lush festive giveaway. Whether it’s enjoyed as part of a festive cheese board, or used up in a grate bubble and squeak, this 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 only visit lidl.co.uk/cheese-comp and sign up for the competition before the 8th December, with winners chosen at random the following week. Tidy. 

ENDS 

Notes to Editors 

*Midgeure cheddar is not endorsed by Midge Ure or Gavin and Stacey 

Press contact: lidl@wearetheromans.com 

About Lidl GB 

Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 32,000 employees, over 960 stores and 14 distribution centres in England, Scotland and Wales. 

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has around 375,000 employees globally, currently operates over 12,350 stores and more than 225 logistics centres and warehouses in 31 countries. 

The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers. 

The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €154.1 billion in the financial year 2022. 

For more information about Lidl GB visit corporate.lidl.co.uk.