BREAKING: 'Shock' as Kilkenny wins 'insane' bid to host European Cheese Festival

Kilkenny has sent shockwaves around Europe after beating major cities in countries including France and Italy to secure hosting rights for a brand-new European Cheese Festival in what insiders are calling an 'insane' decision.

The medieval city has seen off competition from traditional cheese-producing strongholds including Lyon and Parma, with organisers reportedly swayed by Kilkenny’s rapidly growing dairy sector, including the new cheese factory at Belview.

Organisers added that the city's success at hosting various other festivals throughout the year was a 'point of difference' when making their decision.

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Local businesses are expected to fully embrace the chaos, with one local gastropub already exploring an "all-cheese menu."

Dates for the festival are yet to be decided but it is likely to take place in August (subject to attaining the necessary approvals).

Amongst the plans is a 'fondue plunge' on The Parade and an opening ceremony featuring a giant rotating cheese wheel lit up like a disco ball over Kilkenny Castle.

Of course, the main event will be a series of competitions where cheese producers from all across Europe will be judged on their products across various different categories.

Another rumoured attraction is a 'cheese trail' running through the city, allowing visitors to sample different varieties of cheese at designated stops along the Medieval Mile.

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A spokesperson involved in the plans said the ambition is to create an event that is “as memorable as it is unique.”

Reaction to the decision from across Europe has been swift, and in some cases, baffled.

One publication in Lyon reportedly described a local official describing the decision as 'deeply confusing'.

Meanwhile in Parma, a local cheese producer was quoted as saying: “We have history. We have tradition. We did not realise we also needed disco cheese wheels.”

Back home, however, the mood is far more upbeat, with local representatives already backing the county to embrace the occasion and put on a festival to remember.

Spokesperson for the organising committee, Samantha Gouda, remarked that "if we’re doing it, we’re doing it properly."

"If the French and Italians don't like it then they can come over and try beat us," she added.

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Organisers are also exploring a plan, pending environmental approval, to briefly turn the River Nore yellow for the duration of the festival (similar to how Chicago dyes their river green for St Patrick's Day).

A 'cheese whisperer' is also expected to be appointed to calm overexcited crowds during peak hours.

However, before any of this gets too real, we'd like to wish everyone a very happy April Fools’ Day from the team at Kilkenny Live.