Make over for Danish Chef. Danish Chef has been a big shelf hero for decades. The iconic tube with the little chef is the perfect cheesy match for Bugles; entire generations grow up with it. But success should never be taken for granted. It is high time to once again attract a new generation of young people, cheese pioneer Velder believes. Is that possible? Absolutely. “No more boring parties”, is the big idea. And a tsunami of likes spurred by the bizarre commercial cast and our slightly hysterical influencers ensued.