Lactalis McLelland gave us the Cheddar so Seriously Strong it silences irritating dinner guests.

milk Link has pitched its Tickler very differently - as the cheese that sends women of a certain age into paroxysms of hilarity. That makes it ideal stuff to serve at those tricky-to-cater-for menopause discussion groups.

Stuart Hall is the voice behind the mystery tickling digits, but there’s surely an even more sinister persona behind the purple-handed pestering.

Is this what Mr Cheestrings does on his days off? Has one of the Ribena berries gone off the rails and lapsed into flustering lonely spinsters?

The true culprit must be fingered.