While the name is new the people behind it are not - they are the same people responsible for the Udder Delights range. The milk used for this cheese is sourced from a certified biodynamic and organic herd of Holsteins from Langhorne Creek and the cheese is produced in the Adelaide Hills.
On the label you'll see that it is described as a "French Style Blue" and out of the wrapping it has the feel of a fairly firm cheese with good levels of veining. It doesn't have an overpowering aroma.
To cut, the cheese is a bit crumbly - on tasting, it's quite rich and creamy. The blue isn't overly strong, it just adds a pleasing bite to the cheese. If you're just getting into blue cheese then I'm sure this style would appeal.