James Lands Supermarket Cheese Deal

Blur rocker Alex James is expanding his cheese range - he's landed a dealto supply his products to a British supermarket chain.

The guitarist bought a farm in the English countryside and started making his own cheese back in 2003, while the band was on hiatus.

British royal Charles, Prince of Wales snapped up his product to sell under his Duchy Originals label - but James is now taking his cheese to the masses.

He's landed a deal for a range at U.K. supermarket chain Asda, with flavours including curry, tomato ketchup and sweet chilli.

James says, "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 me to work with on this project.

They've believed in my vision for the range and I've welcomed their expertisein cheesemaking, their confidence in this product and willingness to bring something cutting edge and truly innovative to the market.

It's definitely cheese, but not as the nation knows it". James' cheeses will be available in stores from Monday (22Aug11).