Vinos de Jerez, the generic body that promotes sherry in the UK, has enlisted the help of Heston Blumenthal for a new campaign. The Fat Duck chef has collaborated with a scientist at Reading University to identify compounds common to both sherry and foods that are rich in umami - the fifth favour group after sweet, sour, bitter and salty. Blumenthal has created seven food and sherry matches that will appear on a website, tenstartapas.com, and will be promoted via PR activity between now and Christmas.