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Frank Pignatelli, chief executive of the Scottish University for Industry, has been outlining to the Scottish Parliament's enterprise and lifelong learning committee the difference between the SUfI corporate name and its new public face of learndirect Scotland.

"It is a bit like Kellogg's being the company and Coco Pops being the brand name," he explained, prompting committee convener John Swinney to reveal: "I have eaten Coco Pops, so I know what you mean."