British celebrity chef Heston Blumenthal has long been on a mission to stir his countrymen's culinary senses but the gastronomic pioneer has now turned his attentions to an altogether more complex problem - rustling up gourmet airline food.
Blumenthal was in London this week to launch British Airways' new in-flight Olympic menu, which he has helped create alongside Michelin star chef Simon Hulstone.
The luxury fare - which includes dishes such as "Rillette of mackerel dressed on a pickled cucumber carpaccio with sour dough croutes" - will be served on all BA flights for the duration of this summer's Olympic Games.
Read the full story: "Celebrity chefs create mile-high menus"
Naming a product after the world's most notorious terrorist may not seem like a surefire route to commercial success.
For bakers in the Malawian city of Blantyre, however, this marketing ploy is helping to reel in customers while ensuring that their produce has an unmistakeable identity.
"We make bin Laden buns," said Mahomed Hanif Valimamade, co-owner of a patisserie within the city named the Portuguese Bakery.
The standard bread rolls - which are not exclusive to any one company and are produced by a variety of outlets in Blantyre - were initially given their unconventional moniker by customers who likened their appearance to similar bread made in the Middle East, says Valimamade.