Desperate Boris Johnson has set out plans to revive imperial measurements and put the Crown symbol on pint glasses.
To mark the Queen's Platinum Jubilee, the Government confirms that British shops will be able to sell products in pounds and ounces.
The Crown symbol will replace the EU-wide ‘CE’ marking on glasses, to declare it will adequately measure a pint of beer.
Downing Street may hope it shores up support among key Brexiteer voters in battleground seats which Tories are currently in danger of losing.
But while the move represents a victory for 'metric martyrs' it is a largely symbolic one to address gripes about EU interference in traditional English life.
Since 2000 when the EU weights and measures directive came into force traders have been legally required to use metric units for the sale by weight or measure of fresh produce.
Business Minister Paul Scully said: “This Platinum Jubilee weekend we’re raising a toast to Her Majesty The Queen’s health and service to this country.
"It’s a fitting tribute that we’re now helping businesses to restore the Crown symbol to pint glasses.
“While we think of our fruit and veg by the pound, the legacy of EU rules means we legally have to sell them by the kilo. Our consultation today will help shops to serve customers in the way their customers want.”
Many adults under 40 will struggle with imperial measurements like a yard or an ounce, while they are familiar with metric measurements in shops.
Metric units will not be ditched. Traders will have the freedom to choose which they use.
It comes as the Prime Minister is under growing pressure over the Partygate scandal, with more and more Tory MPs publicly criticising his handling of the scandal.
The Tories have unleashed a wave of policies as the party divide between PM loyalists and critics grow.
Conservative peer and Chair of Asda, Lord Rose blasted the return to imperial measures as "nonsense" and costly.
He told Times Radio: "I've never heard such nonsense in my life.
"We have got serious problems in the world and we're now saying let's go backwards.
"Does anybody in this country below the age of about 40 know how many ounces there are in a pound?
"It's complete and utter nonsense that will add cost to those people who have to put it into place. I am shocked."
