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James's range of everyday cheeses hit the shelves of Asda in 2011. [29] The flavour combinations include 'cheddar and tomato ketchup', 'cheddar and salad cream', and 'cheddar and tikka masala'. [30]
Essential life skills No 237 - How to pair whisky and cheese". Esquire. 9 June 2011. Archived from the original on 9 May 2012 . Retrieved 16 July 2014. Where once he had groupies, an entourage and fans, he's now got sheep ('400 at the moment; more in the spring. Aren't they pretty? We put the good-looking ones in the front fields,') a two-year-old son called Geronimo, and six-month-old twins. Where once he had his own plane ('for goodness sake!') he now has a Volvo; where once he had the Groucho, he's now got a cheese factory. Alex James's Next Big Project is making and selling cheese. School is still waiting for money owed after festival". Cotswold Journal. 9 March 2012 . Retrieved 15 July 2012.
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Alex James is very happy to discuss cheese. He's fluent on the subject. He talks about the evolution of the first cheese ('It happened by accident probably - from horse milk') and about his neighbour Juliet Harbut - 'a wonderful lady, a real mover and shaker in the cheese world.' He tells me that you can't make cheese from human breast milk: 'Oxford University have tried! I once made a very nice cappuccino with it though. Claire had been boozing, and the maternity nurse, who was very bossy, told her that she couldn't use the milk. And there was loads and loads and loads of it, so ...' On 3 December 2011, he appeared on The Chase with Sara Cox, Ann Widdecombe and Eamonn Holmes against chaser Anne Hegerty, but he was caught by the chaser. On 16 March 2012, James appeared on The Bank Job and made the final, where he was beaten by Rachel Riley. He is also the first Bank Job contestant to find two "bankrupts" in a single game. James has been a participant in BBC One programme 10 Things You Need to Know About Losing Weight. [18] On 26 December 2014, he appeared as one of the celebrity homeowners on Through the Keyhole with Keith Lemon. [19] In August 2015, he won the Channel 4 programme [Celebrity Fifteen to One]. [20] Coachella 2013: Blur, Phoenix and Red Hot Chili Peppers to headline". The Guardian. 25 January 2013. Retrieved on 7 February 2013.
Naughton, Philippe (16 January 2010). "Alex James on reuniting with Blur". The Times. London . Retrieved 23 April 2010.Alex James". The Independent. London. Archived from the original on 1 May 2008 . Retrieved 14 July 2011. The fact that Alex James has retreated to a farm in the Cotswolds to make cheese is either the most surprising turn-up for the books ever, or a predictable twist in the narrative of the modern celebrity. Formerly the most debauched member of the 1990s Brit Pop set, Alex James pursued a fast and definitively urban lifestyle for a decade. He was famous (the bass player for Blur), very rich, young and pretty, which facilitated all manner of bad behaviour. Women, private-members' clubs, booze and drugs, a rumoured tendency to do things like sleep under the snooker table of London's Groucho Club ... (Did he really do that? 'Yeah! For about a week! Hee hee!') Richard Newton-Jones, commercial director at Snowdonia Cheese Company, said, “We’re very proud to introduce our first ever vintage cave-aged Cheddar. It’s a real labour of love to mature a cheese deep underground in such a remote setting and for us, it’s absolutely worth it.” Snowdonia’s cheesemakers explored North Wales to find the perfect location for the cheese’s 18-month maturation. “The flavour is stunning and the setting is incredible – it’s a real honour to work with the natural landscape in this way, surrounded by the majestic beauty of Snowdonia,” he added. Blur bassist launches cheese range at York supermarket". York Press. 7 October 2011 . Retrieved 15 July 2012. Caspar Llewellyn Smith (3 June 2007). "The drinks are on you now, Alex". The Observer. London . Retrieved 25 March 2011.
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