Cheese lovers might want to take a seat for this one… This September, iconic US snack brand Cheez-It is launching the first top-secret cheese society, The Cheez-Masons.

To celebrate Cheez-It Snap'd, which launched earlier this month, the red carpet will be rolled out for cheese enthusiasts at a one-of-a-kind cheez initiation event that promises gouda times, unbrie-lievable surprises and a chance to secure a space in the society.

Set to take place at Kachette, Shoreditch on Wednesday, 11th September 2024, this free event invites all cheese fanatics to immerse themselves in a world where their love for cheese takes centre stage as they pay homage to the ‘holey’ ingredient.

Attendees will be welcomed by some of the founding members of ‘The Cheez-Masons’ and taken through an immersive initiation ceremony that includes praising at the altar of Cheez-It, solidifying their commitment to cheese, exciting giveaways, cheese-inspired activities, and surprises throughout—you may even walk away with some Cheez-Ink—intrigued?

Most importantly, attendees will also be among the first to taste the new Cheez-It Snap'd flavours: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion.

Rui Frias, Cheez-It spokesperson, shared his enthusiasm about the launch: "We are thrilled to launch The Cheez-Masons, where cheese lovers from across the UK can come together and celebrate. It’s going to be a really exciting event with plenty of surprises and we can’t wait to see people in the UK try the product. As the Cheez-It Snap’d product is baked with real cheese, it’s sure to give our members the Cheez-Hit they crave!"