Who knew society’s obsession with the appearance of women extended to the character on a pack of frozen spuds? Last month, Nomad Foods was derided by sections of the press and on social media for swapping its Aunt Bessie character for a younger version.

The Sun wrote that the “national treasure” had been given a “fit glow-up”, while the Daily Mail fumed that she’d been “killed off in a woke modern redesign”.

But Nomad’s UK & Ireland president, Simon Ball, is unfazed by the coverage. “I don’t find it frustrating,” he says. “The one thing it’s demonstrated is just how popular Aunt Bessie is. I think it’s incredibly exciting.”