Alex James launches cheese range with Asda

Alex James from Blur is launching his first mainstream range of cheese in partnership with Asda.

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James, who has been manufacturing cheese on his organic farm since 2008 has previously only sold his range of three cheeses Blue Monday, Farleigh Wallop and Little Wallop through specialist retailers.

The range has been developed around popular uses for cheese rather than “bogus traditions” around where cheese comes from.

The “Alex James Presents” range includes “innovative” products such as cheddar spudsworth melting cubes, developed with the perfect consistency for jacket potatoes and bread shaped blankets made for cheese on toast or sandwiches.

It also includes a range of “quirky” flavoured cheddars such as cheddar and tomato ketchup, cheddar and tikka masala, cheddar and spring onion, cheddar and sweet chilli and a traditional mature cheddar.

The range will launch exclusively in Asda stores on 22 August.

To promote the range, James has joined Asda as a guest blogger on its Aisle Spy content channel and will also launch an experiential campaign called “Cheesy Rider” which will see James visit Asda stores around the UK to educate people about cheese.

The Alex James Presents brand identity has been developed by brand agency Aesop.

Read our feature on the new trend of brands becoming involved in the entertainment industry

Readers' comments (3)

  • This is another example of 'Dumbing Down' Surely we have plenty of good,artisan cheeses more than suitable for a baked potato(if you must feel free to cut into cubes if you feel this makes any difference to taste) I feel this is the 'Celebrity Sellout' we are so used to I'm sure you are aware of all the Branded products I speak of( too many to mention individually). Having said all this although I won't be purchasing any of the products myself I'm without a doubt positive of it's future success.

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  • .....which will see James visit Asda stores around the UK to educate people about cheese......

    and presumably where best to buy it!!

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  • For those of us who have arthritis in our hands which makes it very difficult for us to cut cheese from a block, this idea sounds like a godsend to me. I used to be a pub cook, doing very healthy scoff, but cannot even peel potatoes now, so tend to survive on microwave meals.. Don't be so narrowminded, Elaine!! It's a nice, easy, healthy alternative for me. And it tastes delicious.

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