Whatever happened to Sunshine Desserts?

Why did the makers of the revamped Reggie Perrin series have to set Martin Clunes in a men's toiletries company? Why didn't they keep him at Sunshine desserts? I thought the whole concept of Reggie in a white suit with the portable razor raft presentation absolutely ridiculous. I can see the producers would want to revamp the series to fit in with 'modern times' but frankly just re-running the original series would have been funnier.