Cheese lovers are invited to a secret society event in the heart of London tomorrow.

On Wednesday (September 11), the US snack brand Cheez-It will launch The Cheez-Masons, a cheese society, at Kachette in Shoreditch.

The event, which runs from 9am to 7.45pm, is free to attend, but tickets must be booked in advance.

It is being held to celebrate the launch of Cheez-It Snap'd - snack crackers that are cheesy, thin and crispy.

The event promises "gouda times" and "unbrie-lievable surprises" for those who attend.

It will include an "initiation ceremony" for the society, which will include "praising at the altar of Cheez-It", giveaways, cheese-inspired activities, and surprises.

The founding members of the Cheez-Masons will also be in attendance.

People will also be able to try the new Cheez-It Snap'd flavours - Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion.

Rui Frias, Cheez-It spokesperson, said: "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."

The nearest tube stations to the venue are Shoreditch High Street, Old Street, and Liverpool Street.