Emma Bridgewater has, since 1985, produced pottery acceptable in tasteful middle-class kitchens. Some jars had Coffee on and some Biscuits. Coffee meant ‘coffee’ and Biscuits meant ‘biscuits’.

In a similar attempt to achieve popularity, Theresa May told us that Brexit meant ‘Brexit’. It said so on the jar.

But as the Emma Bridgewater range grew, it included a plate bearing the words ‘Bacon & Egg.