The makers of Stilton cheese have launched their own perfume. Eau de Stilton claims to "recreate the earthy and fruity aroma" of the pungent blue cheese "in an eminently wearable perfume".
Whether British women can be persuaded to forgo their normal fragrances for a cheesy aroma remains to be seen. The perfume, blended by a Manchester-based aromatics company, features a "symphony of natural base notes including yarrow, angelica seed, clary sage and valerian".
It was commissioned by the Stilton Cheesemakers' Association as part of a campaign to persuade more people to eat their product. Nigel White, of the SCA, brushed off suggestions that it might not be the most alluring of scents.
"Blue Stilton cheese has a very distinctive, mellow aroma and our perfumier was able to capture the key essence of that scent and recreate it in what is an unusual but highly wearable perfume," he said.
Shazia Awan, 24, of Manchester, who spent the day wearing Eau de Stilton, reported no ill effects. "I'm in an office with lots of men and nobody's complained."