At one time, doing good was largely an optional extra in UK food and drink. Yes, there were the oversized cheques handed to community groups by smiling store managers. The plastic charity buckets rattling around with loose change on supermarket tills. And perhaps even a high-profile pledge or two to national causes.

But these were often little more than a box-ticking exercise, overseen by small corporate social responsibility teams given only fleeting attention by the higher-ups.

Those working in charities, social impact or activism therefore had limited influence on the decisions being made by the industry’s heavy hitters, much to their chagrin.