The move comes as a number of brands such as Hovis, and Marks & Spencer, Persil and Radox launch heritage and nostalgia campaigns to promote their ranges.

Yesterday, Marks & Spencer's Sir Stuart Rose spoke of the need to preserve corporate heritage or at risk of losing it.

Rose said: 'We're celebrating 125 years of M&S this year and most of what we have delivered to mark our birthday has been inspired by our wonderful archive collection. Businesses can learn so much from their pasts that is relevant to today's consumer.'

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