More than 2 millions Oxo cubes are sold every day with half of UK households using them to add extra flavour when preparing meals for their families. Also who could forget the adverts featuring the Oxo family who, having featured in 42 adverts, surely have become national treasures. Oxo cubes are a sure favourite amongst generations of cooks, but is that all about to change?

The unexplainable X factor, even Simon Cowell and his panel don't know what it really is, has now influenced the 99-year old tradition of Oxo stock being cubes says the Telegraph. The cubes will be replaced by an X shape which, according to Oxo, is easier to crumble. The new shape will be available from September with the old style only available until stocks last, so if you are a traditionalist I would stock up now (excuse the pun); unless this is all part of 'temporary' advertising stunt that you just can't decide is real or not.

In addition to the new design, the public have been asked to recreate the glory days of the Oxo family and make their very own advert and submit them at the aptly named OxoFactor.com. Contestants have a chance of winning £10,000 and having their advert shown in this years final of the X Factor.