Imagine a Britain without Jaffa Cakes. Awful, isn’t it? So spare a thought for our American cousins, who as we went to press were fighting to save the provider of their ubiquitous treat equivalent.

Hostess Brands, the maker of Twinkies (a spongey finger filled with creamy goo, somehow a national treasure), attempted to go into liquidation last week. But a sweet-toothed nation is doing its best to dissuade the company from dissembling itself: a petition addressed to Barack Obama is rapidly gaining signatures.

Perhaps they should ask Jay-Z (pictured). The millionaire rapper - who briefly helped boost Cristal Champagne sales a couple of years ago - has this week been in Italy, giving ‘props’ to white truffles.

It remains to be seen whether this will result in a sales boost for the posh pig treats, but surely Jay’s now in need of a more ‘real’ product association.