Shed has forged a highly innovative merchandising empire - creating novelty gifts, executive toys, greeting cards and even his own currency. Most recently Shed won "Gift of the Year" for one of his creations - a range of birthday candles that spelt "You're Old" and "21 Again" on sale at various outlets.

Officially a cereal entrepreneur, Shed spent 14 months creating and manufacturing a brand new breakfast cereal called "Credit Crunch" and now these limited edition one portion boxes are available as executive gifts. The cereal is made mainly of wheat and consists of four currency symbols - a Pound, Dollar, Euro and Yen.

Shed explains: "It took a long time to manufacture - without going into the intricacies too much, the way to get shapes in cereal is by using the extrusion moulding process and that takes a long time to get right, and there's only a few places in the world with the capability to make such a specialised product."

A maverick inventor, Shed regularly holds talks on product innovation and has spoken at various corporate events with clients such as Unilever.

For more information about Shed, Credit Crunch and new product ideas contact Event Merchandising Ltd. www.themerchandisingshop.co.uk/shop/ShedSimove

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