The government has banned smoking in pubs, but is it simply going to turn tobacco addicts on to another 'bad habit'?
It's possible, because cheesemaker Wyke Farms has launched Pubtubs - bite-sized Cheddar chunks targeted at drinkers who can't face supping without puffing.
The news might leave the Department of Health with mixed feelings. They will be pleased to see punters sparking up less. But the sight of people tucking into cheese over a pint might not leave them quite so chuffed.
After all, it was the DoH that paved the way for the signpost labelling scheme that threatened to leave cheese plastered in red lights. Not to mention the restrictions on advertising food to kids that branded cheese a junk food. It's enough to make you take up smoking.