Celebrities from various entertainment industries gathered at the exclusive launch of a clandestine society tailored for cheese aficionados. Notable figures such as Pussycat Doll Kimberly Wyatt and Love Island’s Molly Smith graced the event, which took place at Kachette in London’s Shoreditch. The ‘secret society,’ dubbed Cheez-Masons and established by American snack brand Cheez-It, promises a unique and immersive experience for cheese lovers.
During the affair, celebrities embraced their fondness for cheese by getting temporary tattoos showcasing their adoration for dairy products. Attendees indulged in an array of cheese-centric activities, including an initiation ceremony and exclusive tastings of novel flavours. Following the extravagant launch soirée, the general public has been extended an invitation to join the society at the same venue, with numerous tickets already allocated for the forthcoming pop-up assembly.
Prospective members are set to receive a certificate affirming their allegiance to the society, as well as the chance to don their own cheesy temporary body art. This extraordinary event comes on the heels of research indicating that a substantial 46% of adults in the UK identify as fervent cheese enthusiasts, with one out of 20 individuals believing that one’s cheese preferences should feature in dating profiles for optimal compatibility.
Rui Frias, a representative for Cheez-It, expressed elation about the unveiling of The Cheez-Masons society, stating, “We couldn’t be more thrilled to launch our secret cheese society. It’s been absolutely brilliant bringing cheese aficionados together under one roof, and we had a fantastic time with it.” The event’s success highlights the enduring appeal and communal aspect of shared passions, particularly when it comes to the ubiquitous and beloved world of cheese.