Please let this be a failure!

Word reaches me from England that the country is in danger of returning to its "food is just fuel" roots.



The Brits invented the sandwich (you do know the story of its invention by the Earl Of Sandwich don’t you….he called for a food that he could eat whilst at the gambling tables).


Later retailer Marks & Spencer and their suppliers sorted out how to make, deliver and sell delicious sandwiches nationwide despite a 24 hour product life.


But now I hear that Booker, a major grocery distributor, has developed a 14 day sandwich.

Technically its classic gas flush packaging, careful choice of ingredients, no tomatoes or lettuce to make it soggy and an oat based bread that defies staleness longer.


Strategically it may offer business advantages, less waste and better on shelf availability all leading to a new profit opportunity.


Emotionally however I’m hoping its going to be a classic case history failure. Its food, not emergency rations, its about pleasure as well as nutrition.

Come on Britain, we’ve come so far, lets not go back to “the French live to eat but we Brits eat to live”.