The decision wasn’t purely cosmetic, according to Mrs Davis. “She was looking a bit dated, but also, the brand was struggling to keep up-to-date in terms of technology. The illustration wasn’t equipped to be used on social media and online,” she said. But a couple of weeks ago, The Jewish Chronicle broke the big news. Mrs. Elswood was getting a rebrand. And they had evidence: Pictures of a new Mrs Elswood jar — with a new Mrs. Elswood.

Joe had the bright idea of creating a person for customers to identify with. They had a photoshoot, a pretty girl came from an agency and Mrs Elswood was born.In the first collaboration between media outlets from different faiths, Jewish News worked with British Muslim TV and Church Times to produce a list of young activists leading the way on interfaith understanding.

The newly digitised Mrs Elswood has bright red lowlights giving her a bit of a glow and helping her stand out prominently on the dark green wallpaper on the jar. Jewish News holds our community together and keeps us connected. Like a synagogue, it’s where people turn to feel part of something bigger. It also proudly shows the rest of Britain the vibrancy and rich culture of modern Jewish life. Smylies export leading British food and drink brands globally, across the grocery, chilled, frozen and non-food categories. We felt it was important to retain the brand’s heritage whilst also creating a new naming and colour convention, so that each product would be much easier to identify on shelf.As one of Empire Foods unparalleled selection of brands, the Mrs Elswood brand is produced by people who have over 50 years combined expertise in the speciality food sector, all of which have a passion and knowledge of the UK grocery market. Our challenge was to retain this lovely position of being close to communities and yet modernising it.” Incidentally, the woman on today’s jars is not the girl in the photoshoot. Matthew Moyes of Empire Foods, the current owners, told me that it is believed that the model passed away, obviously quite young, and her family asked for a change of face. It was upsetting to see her every time they went to the supermarket. The company made the change “in line with the values of the brand”.