I thought this was a wind-up when I first read it. But no, it’s true. England have signed up the humble Jaffa cake to be their “official energy snack” for 2007. This is great news for the oft-abused cake, one which is seen as part of a student’s staple diet and not nearly in the same class of tea-dunkage as, say, the Rich Tea. Win or lose this summer, the Jaffa should hopefully be promoted to the gold league of biscuits. I can demolish two packets with a sufficient vat of tea to help wash it down.
The best thing to come out of this news, though, is the following line from John Perera, the ECB’s commercial director.
“We are very excited about working closely with Jaffa cakes in 2007″.