Perhaps read beyond the first sentence.

> Neal's Yard Dairy sells Hafod Welsh for £12.90 for a 300g piece, while Westcombe costs £7.15 for 250g and Pitchfork is priced at £11 for 250g.

If it was stolen from a wholesaler it's possible they're using the wholesale price for the charges. But the local big cheese seller is selling theirs for about 10£/kg. Cheddar is sort of a bulk cheese. We use a lot of it.

Well, the whole block is still pretty expensive.

To convert it to American, I think that is like $8/lb or so? So it is a little more expensive than Tillamoook (which is a decent, but definitely mass market, brand) but same order of magnitude.

Although I guess that must be the wholesale price.