"The Sitwell Egg, invented by Sir George Sitwell, had a yolk of smoked meat, a white of compressed rice, and a shell of synthetic lime. This was intended to be a convenient and nourishing meal for travellers. Sir George decided to put the marketing of his egg into the experienced hands of Sir Gordon Selfridge, founder of the famous Oxford Street shop. Wearing a silk hat and a frock coat, he appeared in Selfridge's office one morning without an appointment and announced, 'I am Sir George Sitwell and I have brought my egg with me.' He told no one what Mr Selfridge said, but soon after this encounter the egg project was quietly dropped."