Sales of Tunnock’s teacakes are up 62 per cent in Waitrose following the marshmallow-y treats playing a role in the opening ceremony of the Commonwealth Games.
Fergus Loudon, operations director of Tunnock's, revealed that the company had no idea that the iconic snack would play such a large role in the ceremony, although it had given permission for the teacake image to be used.
''We knew they were going to use an image of the teacakes but because the ceremony was a closely-guarded secret we didn't know to what extent they were being used,” he told the Telegraph.
''We were absolutely bowled over when we saw there were 30 large teacakes in the ceremony.
''We were blown away by the exposure and we felt quite humbled that the producers of the ceremony felt that the brand merited the exposure.''
Despite the sales rise reported by Waitrose, Tunnock’s itself has not been able to track the success of the Commonwealth games exposure so far, until new orders filter through.