Blur’s Alex James introduces cheese range

Alex James

Alex James, bass player of the band Blur, is launching a new cheese range for Asda.

The former winner of the British Cheese Awards had this to say:

“I’m hugely passionate about this range and I’m so excited that I’ve been able to bring it to life. Seeing it stocked in Asda will give me a big kick. Asda were the natural choice for this project. They’ve believed in my vision for the range and I’ve welcomed their expertise in cheesemaking, their confidence in this product and willingness to bring something cutting edge and truly innovative to the market.”

His idea, however, doesn’t seem to be too popular among cheese experts such as Juliet Harbutt, who had this to say:

“It’s a bit tricky because Alex and I have made cheese together in the past – but nothing like this lot. There’s so much potential for fabulous cheeses that I was surprised Alex decided to go down this route. With flavoured cheeses, you’ve got the good the bad and ugly, and I think it’s a real shame that a range of cheeses created for children is so dumbed down. Children have great palettes and they love interesting cheese and I don’t think you need to dumb them down.”

James’ cheese range will be carried at Asda sometime in the future.

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