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Blur's Alex James launches cheese brand

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By The Drum Team, Editorial

August 18, 2011 | 2 min read

Blur bassist-turned-farmer Alex James has launched his own cheese brand

The range, called “Alex James Presents”, is only available at Asda and features Bread Shaped Slices, Cheddar Spudsworth Melting Cubes and Cheddar Wedges.

Alex has become obsessed with all things cheese since leaving the music scene behind – he’s now an award-winning cheese maker and lives on an organic farm in Oxfordshire.

Alex Bradbury, cheese buyer at Asda, says: “Each year we win hundreds of awards for our own label cheeses and having such fantastic quality credentials made us an ideal partner to help Alex shape and develop his range.

“We jumped at the chance to help create something fun that customers wouldn’t have seen before and are delighted that Alex chose us to launch his first widely available range.”

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