Blur bass player turned cheesemaker Alex James is back on tour – but he’s left the big name venues behind to go round Asda stores and chat to customers about his new cheese range.

It’s a bit like a record coming out – when you go on tour. You see people’s faces light up when you play and it’s a bit like that when you give people cheese.

It’s really good getting people to try the cheese, seeing what they think of it and getting some feedback.