Michelin-starred chef Heston Blumenthal is looking to trademark the name Heston across a host of goods including 20 categories of products and services.
According to the trademark application, many of the goods relate to catering, cooking and cooking equipment, but the list also includes perfumery, hair lotions, dentifrices, eye drops, eye patches, contact lens cleaning preparations, sunglasses, spectacles, shoes, hats and umbrellas.
The application to register the name and logo is in the latest list of applications filed at the Intellectual Property Office.
Companies, organisations and individuals apply to register names and logos as trademarks in order to identify the commercial source or origin of goods and services, and set their business and its products or services apart from those of others.
Trademark owners can enforce their trademarks as a means of preventing others from using identical, or even, in some cases, similar, names and logos.
Blumenthal's flagship restaurant is the Fat Duck in Bray, Berkshire, along with pub the Hinds Head and London site Dinner by Heston Blumenthal in the Mandarin Oriental hotel. He also appears on television cooking shows and has a range of his own cookbooks, plus foods with supermarket chain Waitrose.
The Fat Duck recently underwent a renovation, during which it closed and the team decamped to a Fat Duck pop-up in Melbourne, Australia, for six months.