The baker of Wales' favourite pies has struck a tasty new sponsorship deal with Cardiff City FC.
Peter's Food Service plans to add extra flavour to matchdays at the Cardiff City Stadium having agreed to be the official sponsor of the Family Stand.
Mike Grimwood, managing director of Peter's, said: "This is fantastic news for us, Cardiff City and all their loyal fans. We are passionate about Welsh sport and giving families the opportunity to take part in an activity, whether it's football related or just simply active fun. We feel our Family Stand sponsorship is a great fit to our business.
"Cardiff City are developing a wonderful reputation as a family-friendly club and we're thrilled to be a part of that experience."
Cardiff City chief executive Alan Whiteley added: "We're delighted to have attracted such a strong Welsh brand as a commercial partner. Peter's is a major employer for our region and a growing business that's respected across the UK.
"There are many exciting developments at Cardiff City this summer, all helping manager Malky Mackay and his team push for promotion to the Premier League."
The two-year deal as Bluebirds' Family Stand official sponsor sees Peter's secure official partner status at the Football League Championship club.Along with the full Family Stand branding and fans' product sampling there will be Peter's-related fun matchday activities for parents and children.
Peter's already have powerful sporting links. They are an official partner of the WRU and supply the Millennium Stadium along with the likes of Premiership club Reading and Championship club Birmingham City.
Cardiff City's early years at their new home have seen plaudits heaped on the club for matchday experiences.
Last summer the Family Stand won the customer experience category in the Stadium Business Awards along and City were named the Football League Family Club of the Year. The club was praised by competition judges "for delivering real change at a stadium experience through the customer journey, with a focus on what families want and need."