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Worn-out attendees could pep themselves up with a cup of the hot beef extract, which had a display stall at the convention.

Other lies were totally legal: The beef extract Bovril was marketing itself in U.S. newspapers as a potential cure for the flu, noting that “its bodybuilding powers were … needed to fight the influenza epidemic.”

Much like Fortnum & Mason’s Beef Extract spread, it’s simply moreish.

He pioneered nutritional science and invented beef extract.

It’s also why Marmite costs more, although, given that Marmite tastes like a sweaty crotch mixed with beef extract, I can live with that.