And so we learn that Williams Murray Hamm is to fill the hole left by Hovis by repackaging Horlicks, another brand redolent of flat caps, aspidistra and musty parlours.
What is it with all this pre-war product recovery, we wonder? Do those dashing chaps have a Nicholas Lyndhurst-shaped portal into any pitch involving a superannuated brand?
What will be next then? Meccano or Spam? Or do one-track minded clients expect them to perform the same trick twice? Reckon so.