Creative Brand Communications


October 14, 2021

Iceland have released the ‘Cheese Board Bath Rack’.

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Iceland have today released the ‘Cheese Board Bath Rack’, a world-first product offering the British public a much-needed decadent bathing experience.

This first of its kind bath snacking-assistant was developed by Iceland to give cheese lovers the perfect, indulgent bath experience.

It features a rich dark wood finish, matching cheese knives and a large surface area to display a fine spread of cheese, wine and crackers.

Iceland’s research team found that the bathtub is the perfect place to experience new cheeses. Steam quickly brings cheese to room temperature, which is essential to loosen fats, giving cheese a better texture and flavour.

Furthermore, research by the supermarket reveals that 15% of cheese-eating Brits have confessed to eating cheese in the bath.

The exclusive new product was tested by Love Island star Priya Gopaldas, who understands the sensual powers of a strong cheese, having dumped her romantic interest in the villa for his disinterest in the golden dairy.

Priya trialled the Cheese Board Bath Rack, tucking into cheese products including the Cathedral City Cheesy Flatbread while enjoying a fragrant bubble bath.

Priya reflected that the shoot was difficult because she couldn’t stop eating the cheese. She said: “What’s not to love about having a nice bath and a board of cheese? I’m absolutely obsessed with cheese so I couldn’t wait to get my hands on Iceland’s new product. Now that I’ve tried it, I can definitely say it’s the ultimate bath time accessory. The product shoot took longer than it should, mostly because I couldn’t stop eating all the cheese on set. As a cheese lover myself I absolutely couldn’t date someone who doesn’t like cheese. I like my men like I like my cheese – strong but with a soft side.”

The former NHS nurse has admitted she’s after a man who likes the “smellier” cheeses and is open to new things.

The product was inspired by an exclusive collaboration between Iceland and popular British Cheddar brand, Cathedral City.

Already they’ve created array of delicious dishes, including a Mac ‘n’ Cheese, Cheesy Flatbread, Cauliflower Cheese and Cheesy Mash.

The Cheese Board Bath Rack costs £10 exclusively on the Iceland website.

Andrew Garton, Chilled Trading Director said: “Whether it’s hiding cheese from their partner, or sneaking a nibble alone in the bath, the UK clearly has an insatiable appetite for cheese and we’re hoping our brand-new Cheese Board Bath Rack will help to meet the nation’s cheese obsessed needs.”

Iceland, conducted research into the extent of the nation’s love of cheese. It revealed that more than half of people admitted they would call themselves ‘cheese obsessed’ (66%). Close to a quarter (23%) revealed they would steal a colleague’s cheese at work to satisfy their cravings and well over a third (42%) would hide cheese from a partner so they could have a bigger share.

Meanwhile almost one in five Brits agreed with Priya that cheese would play a part in their romantic decisions with 19% revealing they would reject a prospective suitor who didn’t like cheese. The overwhelming majority (84%) said they would never give up cheese, whilst one in seven (15%) shockingly revealed they would rather give up sex than have to part with their fromage.

When it comes to where cheese-lovers want to eat their cheese, 43% would consider eating cheese in the bath, and 15% already secretly do this. Meanwhile sneaking a chunk of cheddar in the shed (13%) and secretly having a nibble in the car alone (13%) are amongst the nation’s cheese fantasies. One in two Brits (50%) confessed they prefer to tuck into a decadent, cheesy treat by themselves.

On average, the nation reaches for cheese five times a week, with over one in ten getting a dose of cheese more than once a day. The most popular way Brits like to enjoy their cheese is on crackers (31%), followed by grilling it (21%).

The Cheese Board Bath Rack is available to purchase now exclusively at



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