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Little Chef has been an iconic British brand for decades, serving up no-nonsense fast food to the nation's hungry travelers. But 50 years down the road the chain is in trouble. Britain's palate has moved forward, while its motorway cuisine is stuck in reverse.
Enter Heston Blumenthal, one of the world's most well-known chefs and master of culinary arts. Can the creator of bacon and egg ice cream be the change the chain is looking for? He'll have to be. The company went bust in 2007 and needs a dramatic rebranding if its re-launch is going to last the distance. The heat is on for Heston.
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