Blog: Dean BestBritain's most dangerous biscuit

Dean Best | 10 September 2009

It's official. The UK's most dangerous biscuit is the humble custard cream.

According to new research from Mindlab, you are at greater risk of injury if you munch a custard cream on your tea break than if you consume a less “dangerous” treat.

The report, which was sponsored by chocolate biscuit bar Rocky, looked at various biscuit-related accidents. These ranged from people poking their eyes or damaging teeth with biscuits to falling off chairs reaching for biscuits and being hit by flying biscuit fragments.

Most notably, one hapless biscuit-eater got stuck in concrete after wading in to retrieve a wayward biscuit.

The “danger list” also reflected the biscuits' physical properties – such as hardness – and other aspects of their consumption such as “dunkability” and “crumb dispersal”. 

While the reports' premise may sound rather foolish, looking at the amount of ink the story has generated here in the UK it is clear that it is actually a rather clever marketing angle.

And for those of you who want to reduce the likelihood of biscuit-related accidents, the Biscuit Injury Threat Evaluation list shows that jaffa cakes are the least hazardous snack, presumably because the jammy filling provides cushioning.

Katy Humphries, deputy editor


BLOG

A bad fortnight for self-regulation

Recent events in Canada, Brussels and the UK suggest the task of defending self-regulation as the best way to prevent the commercial activities by food companies from exacerbating childhood obesity is...

BLOG

Reckitt Benckiser clears final Mead Johnson hurdle

The final regulatory approval needed for the UK-based consumer goods giant's takeover of the US infant formula maker has been received, with the US$17.9bn deal set to be completed on Thursday (15 June...

BLOG

Barilla puts sustainability centre stage

Barilla's 2016 results statement, published last week, makes interesting reading, not because of the Italian food group's commercial performance, but for the emphasis placed on sustainability achievem...

just-food homepage



Forgot your password?