The most stupid innovation ever?
Pick up a Roald Dahl book and you're flooded with inspiring ideas, wise counsel and practical tips for getting through life: never trust women in gloves; when poaching pheasants, drug them first; and gradually saw off inches from household chair legs to make your wife think she's shrinking.
But with such riches to chose from, Mcvities have plumped for possibly the least practical - lickable wallpaper.
They have lined several lifts in the offices of communications firm Engine in Great Portland Street with jaffa cake flavoured stickers. To avoid the spread of germs, an attendant must be employed at all times to peel off the saliva covered stickers and replace them. Yuurck.