Bold Bean Co. was simmering. A fast-growing, founder-led start-up with bean-obsessive energy. The job was getting the UK as obsessed as they were.

Obsession can't be described, only caught. So the voice was written from inside it, in a first person so excited it turns OTT into endearing.

Beans this good earn the vocabulary of indulgence. Sumptious. Velvety. Juicy. Beans?!

The obsession became contagious, spreading far enough to catch Bob Mortimer on Gone Fishing.