As nicotine-stained clouds gather on the horizon, snuff maker McChrystal's looks for ways of enhancing its image to entice the young and healthy.
Now make of this what you will. A year ago, Adwick Football Club found itself languishing at the bottom of Division One (that is to say, Division One of Doncaster's Bentley and District League), its 11 stout hearts not merely forlorn but badly dressed to boot. At the time of writing, this same Adwick FC has been catapulted to the top of the B and DL - not a game lost in its last season - and now takes to the field in what its captain, Chris Milner, refers to as 'the most stylish kit in the league': a chic, red-white-and-royal blue confection with a logo emblazoned across its front. That logo belongs to the firm who sponsored the kit, and whose product the team's members are both happy to endorse and, in the main, to use. The firm is called McChrystal's of Leicester, and the product it manufactures is snuff. Snuff is made from ground tobacco leaves. So: is tobacco good for you? 'Well, we wouldn't go that far,' says Ian McChrystal, the company's MD, visibly struggling with the temptation to go precisely that far. 'However, we are very happy to be associated with Adwick's successes. We think the team's goal-average shows our product in its proper light.'