Just had a look at this week's catalogue and there are a couple of decent deals.
Assuming you mean any brand and not just the Signature Range, don't think the cheese claim is correct. For the week ending 15.10.2017, I'm pretty sure Valumetric Mild, Colby or Edam Cheese 1kg was $7.90 at Countdown, at least in the North Island. I suspect it may have been that price again after at least during one of the one or two day sales. (I generally get Tasty cheddar so don't may that much attention to these prices.) Edit: Found the catalog countdown-1-countdown-catalogue-this-weeks-specials-north-island-10.pdf. Confirming it's $7.90 for Valumetric 1kg on the last page of the PDF.
Actually for the week ending 2016.08.07, Signature Range mild, colby or edam cheese 1kg was $6.99 I think, so even $6.99 isn't quite 2 years. (I wouldn't be surprised if it also happened after then. I only note prices sometimes.)
Who am I to dis a brie. Gouda detective work.
At some point fresh up changed from being a fruit juice to a fruit drink (e.g. 30% juice) - hence why it's sold at the current prices