The wrong bulb was supplied. I went to Dunelm and bought the correct bulb off the shelf for less money.
Great low energy bulb at a good price for the new efficiency A rating, only 2.3W for 40W equivalent. Comes on instantly, no flicker. Will be buying more and trying the 60W equivalent for a few spaces needing more light.
2.3 watts for 40 watts, I bought 3 now they use less energy on than a single led bulb. (6.9 vs 8). They weren't cheap, but the life is exceptionally high and the efficiency will make them worth while in the long run.