First, a confession. When I received an initial email from Aldi’s PR people, telling me that they were launching a new British cheese range, my first thought was along the lines of ‘Euw, that’s unlikely to be pleasant.’ It wasn’t a snobbish reaction against discount outlets but more a terror of supermarket cheese in general. I was once on a panel that had to judge supermarket territorial cheese and it was a fairly dismal experience. It was impossible to tell apart a Wensleydale from a Caerphilly, Lancashire or Cheshire, and the orange versions could equally have been Red Leicester or Double Gloucester. I digress but, in conclusion, I nearly did the British thing of ignoring the email entirely.