Haha! I'm finnish and I'm working in a market and when that cheese came to our store I was laughing my head off. It's probably thought to be a "cool stuff" by designers 'cause it has english language and a curse word ;) Actually that's very good stuff and yes, hellishly HOT :D
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I have never heard anyone dipping leipäjuusto in coffee; it sounds more like extremist :) normally the cheese is eaten with cloudberry jam or warm caramel.
EDIT: actually wikipedia states that it can be also served with coffee but it could be swedish invention.