In a departure from his ­artisan cheese credentials, Blur bassist Alex James has launched a mainstream range of cheeses exclusively into Asda stores.

The Alex James Presents... range comprises four flavoured Cheddar wedges including one blended with salad cream three sliced products, a microwaveable melting cube pack and a block Cheddar. James said Asda was the natural choice to debut his range.

The range rsp £2 per packet hits Asda stores on 22 August.