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.

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