Blur’s Alex James launches new cheese brand

By Reach Brands

This is bordering on the sublime! Member of Blur, one of the biggest bands in the world (or did it just seem like it?), turned cheese farmer and food columnist has launched a range of cheeses that have caused a bit of a sensation! However what has made this really different is the apparent two fingers to food credentials with a proposition based on one that embraces what kids really want – cheese and ketchup blankets and other fun flavours and formats – inspired!

The bold A and J marque that uses the characteristic cheese knife is also likely to create disruption – it’s impactful and different for the cheese category. A tongue in cheek nod to his show biz past is present in the use of flamboyant colours as well as the range name ‘Alex James presents’. It will be interesting to see if some of the more acclaimed artisanal cheeses will filter out into the grocery domain in the future, a move that could pacify the critics… possibly!

By Zoe Tuttle, Strategist at Reach