A dapper young gent, memorably monocled with cane and bowler hat, Sir Kreemy Knut first appeared in 1919 as the face of Sharps Toffee. The word ‘knut’, meaning a dedicated follower of fashion, appeared around the time of the first world war, and was gloriously referenced in a 1914 music hall song by Arthur Wimperis: ‘I'm Gilbert the Filbert, the knut with a K, the pride of Piccadilly, a blasé roué.’
After the second world war, Sharps brought him back. As Nicholas Whittaker recounts in Sweet Talk: ‘Sharps resurrected Sir Kreemy Knut, pressing him into service as a mascot for their toffee – as a live person. Not, alas, a dotty member of the aristocracy, but a rep named Nobby Clarke, co-
Sir Kreemy Knut reappeared on Sharps advertising throughout the 20th century.