In a press release this week, The Co-op proclaims proudly that its "iconic" 99 Tea brand is going Fairtrade.
Laudable indeed. But what comes next doesn't quite add up. "The Co-op invented supermarket own labels at the turn of the last century," claims the release.
Funny that, because I distinctly remember scoffing Tesco baked beans at least as early as 1998.
Someone please tell me I didn't dream it.