And it is a useful reminder to shoppers who want to reduce food waste that nobody, bananas included, wants to be left on the shelf.

By 1980, the government had licensed less than 5% of the patents it held — leaving potentially lifesaving inventions on the shelf.

Social media trends such as Elf on the Shelf and Christmas Eve Boxes, as well as attending events, are also driving prices up around the festive period.

But better funded forces would lose money, creating a difficult political challenge for the government, so a new formula remains on the shelf.

“But without great storytelling and storytellers, it will be just a tool on the shelf. However, those with talent are in for a creative awakening.”