William Reed is already basking in glory as it waits for a rubberstamp to confirm, at this year's Convenience Retailing Show in Birmingham, it has broken the world record for the largest ever pre-packed sandwich.
The whopping 2.5m sarnie was designed to draw attention to how profitable sandwiches can be for small retailers.
Filled with a delightful concoction of marmite, Hellmann's Mayonnaise and Princes tuna, with a cucumber salsa style dressing and wrapped in TriStar packaging, it was certified edible before being transported to the show.
Meanwhile, this year's CRS best sport award has to go to the superbly named Garry Boldy from The Italian Wine Company.
Only too happy to go along with the joke of his name resembling the famous Italian biscuit, Garry told The Grocer: "What can I say? My parents have a great sense of humour."