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Editor's Viewpoint

This latest hybrid treat really takes the biscake

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Pictured launching the Biscake™ are (l-r) JP Lyttle (Commercial Director at Genesis Bakery), JP McShane (M&S Lisburn Store Manager) and Paul Allen (Executive Chairman at Genesis Bakery)

Pictured launching the Biscake™ are (l-r) JP Lyttle (Commercial Director at Genesis Bakery), JP McShane (M&S Lisburn Store Manager) and Paul Allen (Executive Chairman at Genesis Bakery)

Pictured launching the Biscake™ are (l-r) JP Lyttle (Commercial Director at Genesis Bakery), JP McShane (M&S Lisburn Store Manager) and Paul Allen (Executive Chairman at Genesis Bakery)

It sounds more like a mispronunciation of an all-time favourite rather than a new hybrid treat, but retailer Marks and Spencer and local bakers Genesis are hoping that the 'biscake' will tingle the taste buds of their customers.

Taking traditional foodstuffs like doughnuts and croissants and giving them a new twist is all the rage in the confectionery industry and the biscake is essentially a cupcake resting on a biscuit base.

Tax officials were probably dreading whether to classify it as a biscuit or a cake as both are taxed differently. In the past the Jaffa cake caused legal eagles to scratch their heads before deciding it was a cake.

How do you tell the difference? Simple: cakes harden while biscuits soften if left out of their packaging.

No doubt the biscake will be the subject of intense marketing to gain entry into the highly competitive bakery products market. Success could be a real boon for Genesis. But no matter what the claims made for it the acid test is how will it go down with a cup of tea.

Forget the marketing experts, mums hold the key to success.

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