The beleaguered organic sector got a boost this week when Elle Macpherson gave the credit for her uncanny resistance to the passage of time to her unwavering diet of "organic, Fairtrade food".

So the million-dollar physique and Ready Brek glow to her unblemished skin is nothing to do with the full-time personal fitness guru and the fact she's never done a day's hard graft in her life. Right.

Where the revelation leaves Walkers crisps, for whom Elle recently shilled alongside Gary Lineker, is rather less clear.