Perhaps in penance for its reformulation controversy, HP Sauce is sponsoring Movember, the charity push to put as much hair on British top lips as possible. It began this week.

But in a move set to again rile the purists, HP is ditching the parliament logo from bottles for the first time, in favour of a moustachioed chap in a bowler hat. It remains to be seen whether Pixie Lott and co will be queuing up to swap their fetchingly suggestive milk moustaches for a grubby brown one ­instead.