'That’s grate for us!'- Preston's Butlers Farmhouse Cheeses delight as beloved product goes viral
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"I didn't have ‘viral cheese video’ on my bingo card for 2026” says the owner of a Lancashire cheese firm at the centre of an unexpected social media hit.
A traditional Lancashire cheese has become the internet's latest obsession after a satisfying social media video has gone viral.
Cheese guru Morgan McGlynn Carr, Channel 4’s resident cheese expert, earlier this month shared a video of one of Lancashire family firm, Butlers Farmhouse Cheeses’, most iconic products and it has now racked up more than six million views across her social media channels.
The viral clip shows a 20kg ‘Trotter Hill’ wheel - a traditional clothbound cheese from Preston based Butlers Farmhouse Cheeses - being unwrapped, mould and all, in her Muswell Hill cheese shop.
The video has sparked an 800% increase in visits to the Lancashire cheesemaker's site, as curious foodies look to discover the centuries-old craft of clothbound cheesemaking - and get a slice of the action for themselves.
The Lancashire cheesemakers are predicting a surge in traditional farmhouse cheese sales in the months to come as they see more people taking an interest in where their food comes from and the craft behind it.
Matthew Hall, owner of fourth-generation family cheesemakers, Butlers Farmhouse Cheeses, said: "I didn't have ‘viral cheese video’ on my bingo card for 2026, but it’s been brilliant to see so many people fascinated by a craft that's been in our family for nearly 100 years.
"We've loved seeing all of the comments and questions about clothbinding, how it's done and why the cheese tastes so good. If one viral video can awaken a new generation of cheese lovers, then that’s ‘grate’ for us!”
Clothbound cheese is a type of cheese matured the old-fashioned way.
It’s wrapped in muslin cloth instead of being completely sealed by plastic or wax, allowing it to breathe naturally as it matures.
The result is a rich, intense flavour and crumbly texture that cheese lovers enjoy as an alternative to cheddar.
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Introducing Trotter Hill to her followers, cheese expert and social media star Morgan said: “It’s a brilliant reminder that sometimes the oldest cheesemaking methods still produce the best cheese.
“This Lancashire, this is a completely different experience.
“Save this for your next cheeseboard.”
Find out more at butlerscheeses.co.uk. Trotter Hill is available to buy online or nationally at Tesco, Morrisons, Asda and Booths.