David Williams, the managing director of Butt Foods, which has developed the idea, admits: "Our banks, our investors all thought we were crackers. But we've now proved them wrong."
Yeah, Butt Foods. Talk about your branding headaches. I could've sworn with a name like that they'd have been around since the 1500s, but they were birthed in 1990. Points to them for not falling for the branding craze - over here their company would have been named eStarch or Bredilent or some such idiocy.
So how does one serve jellied sheep's lungs in a bread bowl?