I got an email about 15 minutes ago. Nothing unusual you'd think in that, especially as it was from a company whose products I'm already something of a repeat customer for. It's a food product in case you're wondering, a food product that is very seasonal and has a wide variety of regional differences - something about the soil and climate and altitude and stuff. Whatever, this means their range is extensive, if identically packed to fit their purpose built appliance. This is niche stuff in their product area, and the customer is expected to buy into the whole lifestyle image that goes with it - very middle class and aspirational you know.

So the new email arrives, black background, pale typography, image centralised and fading into a tastefully lit set containing the new seasonal range; it's Christmas after all. All looks cool and I was forced to hit Twitter instantly and record the moment for posterity. There was one shortfall I noticed instantly though, clearly missing was the link to an artfully directed video of their prominent endorsing celebrity - a Thespian of some note if you like medical drama series. Not quite my bag I'd say, as once you've seen one case of necrotising fasciitis cured, you've seen them all right?

Post Tweet, I went back for another look to get the low down gory on it all. I was shocked and stunned I'll tell you at what I saw. Could this be the same brand that had got me hooked a couple of years back? I've even transported their design icon status appliance across borders - no longer do I need to dream of trips back to my native abode for a fix of their elixir like comestible, then cold turkey on 3 or more months in the Middle East to be cured a la Priory [you're never really cured, you're only ever in remission] of my addiction. The cause of my anguish was a flavour mash-up the like of which has not seen since King Alfred landed baking duties on the chore roster.

Now my product is a staple good. Markets rise and fall on news of the annual harvest, so you can assume that 'The Product', if I may call it that, is a well known quantity, not something to lightly toy with a customer's affection over, certainly not mine. One may then wonder what it is they've done that has so shaken my faith in their ability to deliver into their carefully targeted niche. New flavours is what it is they've done, but we are talking about no ordinary flavours here. No they have gone for an especially seasonal slant with their 'new' flavours, redolent of Santa and his merry elves no doubt, just the things to liven up an evening affront the log fire. Here though is where the brand and I part company in our view over the latest incarnation of The Product. I just don't think they mix... well... at all... frankly. AM had the bright idea of some form of dessert based on the combination - I think she's just hit the copious recipe books about the villa, focused on the idea that the combination of flavours could just work - I remain sceptical, if hugely impressed by the unusual display of optimism that is currently bouncing around the kitchen.

For me, I'll pass. Maybe just go with a robust and smooth espresso next time - you may just have a winner on your hands