Blur's Alex James is back on tour

As bassist with Blur, Alex James has done his fair share of tour dates but his latest tour is a little different. Instead of playing big venues he’s touring Asda stores to meet customers and talk to them about his new cheese range – watch the video to see what happened when he met customers in Asda Pudsey.

His new cheese range includes quirky flavours like Cheddar and Tikka Masala and innovative products like bread-shaped blankets that make perfect cheese on toast. Alex’s personal favourite is the Spudsworth – cubes of Cheddar cheese made for melting in the microwave and pouring on jacket potatoes.

Alex says: “It’s a bit like a record coming out – you go on tour and see people’s faces light up when you play and it’s a bit like that when you give people cheese. You’ve got to get people to try it, so I’m doing Cheesy Rider – taking cheese on the road!”

You can read more from Alex and the inspiration behind his cheese range on his Aisle Spy blog.

Full tour dates listed below:

6th October

• Asda York
• Asda Pudsey
  
  
  

13th October

• Asda Eastlands
  
  
  

3rd November

• Asda Great Bridge, Tipton, West Midlands
• Asda Small Heath, Birmingham
  
  
  

4th November

• Asda Leicester
  
  
  

9th November

• Asda Longwell Green, Bristol
• Asda Patchway, Bristol
  
  
  

10 November

• Asda Taunton
• Asda Newton Abbot