In 2011, Grub Street noticed the trove of funny cheese labels, and last year, Gothamist tracked Daniels down to ask him about his work. After slapping a Bono quote on some raw sheep’s-milk ...

But marketing expert Jon Hollins said the Tesco cheese label could create positive associations in the minds of consumers. “It’s the fantasy versus the reality.

Ordered labels worth $2,000 Turner said she recently placed a $2,000 order for labels stating the ingredients of her cheeses clearly and that the cashew cheese is dairy-free.