Does New Oxo Cube Have the X Factor? ; Rebrands Don't Always Work, So..

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Summary

THE Oxo cube is to have a makeover to give it X factor appeal.

Manufacturer Premier Food has announced a pounds 2million plan to ditch the traditional form for an X-shaped block.

Extract

Does New Oxo Cube Have the X Factor? ; Rebrands Don't Always Work, So..

It overturns a 99-year tradition of Oxo stock being in cubes.

Known to the nation from the TV ads starring Linda Bellingham, right, two million are used in British kitchens every day.

Premier Foods say the X-shaped block will be easier to...