Blur star Alex James' dreams of becoming a cheesy millionaire have suffered a blow - six of the nine dairy delights the budding farmer served up for sale at British supermarket chain Asda have been taken off the shelves.
As the bassist prepares for what are being billed as Blur's final shows, his sideline as a cheesemaker has taken a hit - food fans don't seem to like his quirky concoctions.
Calling his cheeses "ahead of their time," bosses at Asda have withdrawn his cheddar with salad cream, ketchup, tomato and tikka masala flavourings from sale.
Undeterred, James reveals he is currently working on a brand new flavour of cheese.