Here's something to get the pulse racing - Miss Stilton, aka 21-year-old Manchester lovely Helen. She's the latest weapon in the British cheese industry's battle to persuade us to ditch the Danish Blue and drop the Dolcelatte.
Stilton bosses hope her sexy appearances on YouTube, where she demonstrates how to make Stilton smoothie and Stilton ice cream, will have us beating a path to the deli to stock up.
Will it work? Who knows. But one thing's for sure: Bogof is certainly seeing blue veins before his eyes.