A Business and marketing advisor from Llandybie has made his dairy dreams become a reality after signing a deal with a supermarket giant.

Sainsbury Plc has shown serious intent toward innovation by partnering up with The Curious Cheese Co, a brand set up by three entrepreneurs from Welsh, Greek and English heritage who have developed a range of gourmet blended crafted cheese in a pot.

The Curious Cheese Co brand story is quite remarkable, interesting and curious all in one.

Started from a kitchen table in 2012 by Dai Nicholas, a brand designer and marketer with no culinary skills but an inquisitive mind.

The initial trials for the products were done using a small tired kitchen blender, and sticking two fingers up at traditional Welsh Rarebit recipes, Dai came up with a version of his own that was spreadable and meltable.

The saying 'go west young man' didn't apply in this story as Dai went east to London where he met food developer and manufacturer George Katsaros who instantly loved the flavours and concept.

Dai, who is also County Councillor for Llandybie, said: "The whole story of the Curious Cheese brand began one Saturday afternoon when my son asked me for quick 'welsh rarebit' snack before going to play for Llandybie RFC.

"Sitting down at the first meeting for Curious Cheese Co and seeing and tasting what was to become Sassy Feta for the first time was just an eureka moment and was a brand designer and marketers dream.

"It had flavour, colour, texture and a great brand story"

The two set up a company together and agreed that the final key business ingredient was a commercial lead with extensive buyer contacts, and once Jane Arthern appeared on the horizon and coined the phrase 'curious cheese' - The Curious Cheese Company was born.

Now the three business partners have launched innovative flavours with a range of Cheddars that include Classic Welsh Rarebit with dark ale and mustard, Chilli Cheddar with tomato and chilli and Spring Cheddar with spring onion and marmalade along with Sassy Feta bursting with sun dried tomatoes and roasted red peppers, Chic Brie with caramelised onion and Cool Stilton with sage.

The Curious Cheese Co have introduced this range as a high end offering with 40 per cent to 60 per cent Cheese and more than four added value signature flavours in every recipe.

It has created a new shelf space with no other product to compare it against in the market place.

Launching initially in 150 Sainsbury outlets across the UK, the brand has a versatile proposition that is a cheese lovers dream straight from the pot when spread onto crackers, but can turn dishes gourmet and provide a great snack addition for those that need something on the go in sandwiches, panini's and of course as a traditional cheese on toast.

Check out the full story on www.curiouscheese.co.uk