Want to buy an ingredient you never knew you needed? How about oak-smoked water at £2.75 per 150ml sachet?
The odd ingredient is favoured by Heston Blumenthal and is said to transform a plethora of foods and drinks with a powerful smoky taste and aroma.
The fancy water – made from regular tap water smoked for four days in an oak smoker – is the new ingredient du jour, according to the Daily Mail.
Suppliers Halen Môn say the oak smoked water can be used in stocks, soups, rice and pulse dishes, or frozen into ice cubes for cocktails and whiskies.
Alison Lea-Wilson, of the Anglesey Sea Salt company, which produces the Halen Môn smoked water, told the newspaper: 'It adds an incredible depth of flavour to a dish and it's completely natural."
"It tastes like a bonfire smells; it's savoury and smokey."
Heston Blumenthal is reportedly one of the company's customers, buying the water for his Fat Duck restaurant in Bray, Berkshire.
The Oak smoked water is available at Harvey Nichols and online from Halenmon.com.
More and more rare ingredients have been making their way onto supermarket shelves in the past few years, including golden 'champagne' raspberries, black garlic and Turkey eggs.
Some unique foods are more popular than others however, and despite the initial rush to try Heston Blumenthal's mustard ice cream for Waitrose, sales slumped and the strange combo was dropped. Heston's salted caramel popcorn ice cream on the other hand, remains a top seller.
Waitrose also sells Marmelade Vodka – made from the Chase distillery in Herefordshire - and Heston's Earl Grey and lemon gin.