Minas Gerais

The original, traditional cheese bread is known for its extremely soft, fluffy and airy crumb, contrasted by a thin, crispy crust.

Brazilian cheese bread originated in Minas Gerais, Brazil, around the 18th century. The recipe emerged as a creative response to the scarcity of wheat flour, using cassava starch, which was abundant in the region, combined with cured cheeses, milk and eggs.

Industrial production and large-scale commercialization began gaining momentum from the 1950s onward.

Scale of Industrialization

From 1980 onward, the Brazilian market experienced significant growth in the production of frozen cheese bread, allowing this Minas Gerais specialty to gain national and international recognition. Several industries emerged, increasing both production capacity and competition in the consumer market.

The sale of frozen products to bakeries and snack bars, which had previously produced their own cheese bread, also became more common. From the 1990s onward, many industries began using artificial cheese flavorings to reduce costs, partially replacing real cheese. Over time, products with higher concentrations of artificial flavoring entered the market, contributing to a decline in overall quality.

Retail and wholesale companies also began branding these products under their own labels to compete with established names.

Impact on Quality

Traditional cheese bread achieves its ideal texture through a blend of sweet tapioca starch, which provides softness and sour tapioca starch, which adds lightness. This combination results in the signature airy interior and crisp exterior.

However, the expansion of large-scale production using artificial ingredients, flavorings and aromas has led to a noticeable decline in product quality, as perceived by consumers. It is estimated that there are around 1,500 cheese bread producers in Brazil, with the majority using artificial essences to lower costs and prices.

Premium Products

In March 2019, Master Queijo was founded in the city of Uberaba, in the Triângulo Mineiro region of Minas Gerais, an area renowned for its high-quality cheeses.

The founding partners, Rogério Tauaf and Viviane Abdalla, recognized a growing consumer demand for cheese bread that preserves its original quality. They focused on developing a product line that reflects these expectations.

By October of the same year, initial sensory tests with a diverse audience had been completed and larger-scale production began.

Master Queijo products are made using high-quality raw materials, resulting in a soft texture that highlights the mild flavor of artisanal semi-cured cheese.

In Brazil, baked cheese bread is widely sold in coffee shops, bakeries and snack bars, particularly during early morning and mid-afternoon hours. It is also commonly served at hotel breakfasts across the country.

Frozen cheese bread products are primarily available in supermarkets and specialty stores and are also sold in some bakeries, coffee shops and convenience stores.

Export

In 2025, Master Queijo will begin promoting its products internationally and seeking partnerships for export.