A method of and an apparatus for producing endless rolls of a resilient foodstuff, as well as a product in the form of a roll of hard cheese is provided. The method comprises supplying a layer (7) of the resilient foodstuff in a supply plane and against a first guide roller (20, 120), continuously deflecting the resilient foodstuff layer (7) by way of the first guide roller (20, 120) away from the supply plane, and continuously re-directing the deflected foodstuff layer (7) by way of a second guide roller (30, 130) toward the supply plane, so as to produce a roll of foodstuff; the apparatus comprises a supply mechanism (5) for supplying a layer (7) of the resilient foodstuff in a supply plane, a first guide roller (20, 120) against which the resilient foodstuff layer (7) can be supplied and for continuously deflecting the foodstuff layer away from the supply plane, and a second guide roller (30, 130) for continuously redirecting the deflected foodstuff layer (7) toward the supply plane.