Buttering us up?

I've been drawn to the latest Lurpak ads, which advocate a return to an 'old fashioned' way of life - homecooked food, quality over presentation, the celebration of simple pleasures, the virtue of patience and zero waste. I love them!

Unfortunately for Lurpak they have not persuaded me to switch to their brand. I'll stick to my local butcher who sells a very acceptable variety wrapped in environmentally friendly paper.

Surprisingly, although Lurpak's website features a tempting selection of recipes, it says nothing about the recyclability of their packaging.