A lemon is not something one normally would want to associate with their vehicle.

As such, Backchat watched with amusement this week as new personal lines insurer, Insurewithease, used the citrus fruit with a bad rap to launch its brand.

Sources say the company was hoping the bright yellow would distinguish it from the “grey men in Lloyd’s”.

With a slogan that sounds straight out of the Jamie Oliver cookbook, along the lines of “Easy peasy, lemon squeezy” it’s a good thing the company is starting off by focusing on travel insurance.