The Jaffa Man takes to the UK to find Jaffa Cakes virgins
McVitie's has enlisted a Jaffa Cake fanatic to travel the length and breadth of the nation as it seeks to ensure everyone in the UK has tried the orangey snack.
The Jaffa Man - aka Donal Coonan, 30 - has taken a week off work to travel the country searching for Jaffa virgins. His efforts will be documented on the Jaffa Cakes Facebook page.
Remarkably McVitie's claims some 94.8 percent of the UK adult population has tried a Jaffa Cake. (We'll let you draw your own conclusions about the veracity of that claim.)
Coonan said: "I am the world's biggest Jaffa Cakes fan and I was disappointed to hear that 5.2 per cent of the country are yet to taste one.
McVitie's Jaffa Cakes are a national treasure and deserve to be tasted by everyone and I see it as my duty to travel the country and hunt down the Jaffa virgins."