I've had Golden Grahames for breakfast, spread I Can't Believe It's Not Butter on my toast - in preference to Utterly Butterly, of course.

So I went back to the supermarket, happy in the knowledge that the fad for Really Stupid Product Names was over. Pottering through the wines and spirits, however, I couldn't help noticing a bottle with the word CHICKEN emblazoned on the side.

Was this some cheerfully named wine from an enterprising vineyard in the New World? Well it may be, but closer inspection revealed its full title.

Tastes Great With CHICKEN.

Of course there's another white called FISH, and a couple of reds named STEAK and PASTA.

I really think the good folk at Tesco shouldn't stop there. I have some modest proposals should they decide to expand this range...

• strong ground coffee, called Tastes Great With FRIENDS. Obvious tie-in possibilities with TV series.
  
  
• similarly, a frozen cherry pie called Tastes Great With LOGS.
  
  
• Tastes Great with CRACKERS! This is, uh, cheese.
  
  
• A Bloody Mary mix called Tastes Great with VODKA.
  
  
• a strong own-brand lager, attractively packaged in a gold can with the name Tastes Great On A PARK BENCH