“There’s no pretending that home – England - doesn’t smell different to everyone,” Miss Starvrevska mused. “If you’re from the country there would be farmyard smells, if you’re from a home with a lot of cooking then there would be food. But funnily enough when we were brainstorming for By George! there were no food smells that made it through the cut.”

— Angela Starvrevska of CPL Aromas explains the By George! fragrance project to Emma Hartley of the Telegraph, in The scent of England.