Bogof always has time for a totally shameless publicity stunt.

Daredevil milk and cream producers Trewithen dairy this week persuaded Professor Splash - a mental American whose primary talent is jumping off things into other things - to belly-flop into milk for the first time in his bewildering 25-year high-diving career.

Splash (real name Darren Taylor) plummeted 30 feet into just 12 inches of the white stuff at the Royal Cornwall Show - although he cheated a bit by having a crash mat underneath the pool.

Still, that probably explains why he hasn’t yet turned himself into something the constituency of yoghurt.

Expect to see a spate of copycat high-dives by dairy farmers feeling depressed over recent cuts to the farmgate price of milk.

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