Sir; I find it most disappointing that an increasing number of global manufacturers are choosing to ignore British traditions when choosing titles for some of their products. The producers of Jif cleaning liquid recently announced they were changing its name to Cif. In the past we've lost our Marathon bars and our Opal Fruits, so it's about time the consumer made a stand against these changes. Who knows, next on the list could be Manchester United changing their name to The New York Yankies Soccer Club plc. Maybe if we stopped buying Cif for a while they'd change their mind. I would imagine Chris Eubank has already decided this for himself. Jim Primmer Manchester {{LETTERS }}