Fayrefield Foods has ­recruited former cricketer Darren Gough as the face of its Collier's Powerful Welsh Cheddar brand.

Gough, who played 58 tests for England, will head up a sales push for Collier's by fronting promotion, PR and social media drives.

Gough's involvement with the brand will be unveiled at the International Cheese Awards show at Nantwich on 27-28 July.