We keep hearing about people trading down food-wise in the recession, eating at home instead of in restaurants, all those special deals with two courses each and a bottle of wine for a tenner and so on.
Now hard times have prompted frozen food company Birds eye to bring back the (mostly) unlamented Arctic Roll, an ice cream and fruit confection wrapped in sponge, which it discontinued in 1997.
According to Birds Eye marketing director Ben Pearman the company used to sell 25 miles of the stuff in the 1980s (not all in one) but then we all switched to fancy desserts with real ingredients (he didn’t actually say the latter).
I think he’s just rustling up a bit of publicity myself.
After all, does anyone actually need Arctic Roll?