McGhee’s iconic empire biscuits are set to join the Tesco meal deals for the first time, but the launch has already sparked a national debate over the“correct” way to eat the iconic treat.
Ahead of the launch on 18 May, new research commissioned by the Glasgow bakery has revealed that more than a third of Scots immediately pick off the jellysweet, known at McGhee’s as a ‘joob joob’ from the top of an empire biscuit before eating the rest.
The survey of 1,000 Scottish adults found 36 per cent believe the jelly tot is the most important part to eat first, while 11 per cent go straight forthe biscuit layers and seven per cent said they eat the icing off first before moving onto the rest of the empire biscuit. Just 30 per cent said they eat the full empire biscuit together.
The findings have left Gordon McGhee, managing director of McGhee’s Bakery who has single-handedly put the finishing touch of a ‘joob joob’ on top of morethan 5 million empire biscuits, questioning decades spent carefully topping the iconic Scottish bake.
Gordon McGhee, who joined the family business over 50 years ago at just 16 years old said: “I have to admit, I was slightly shocked when I saw the results.
“You spend years carefully placing the joob joob on top of empire biscuits thinking people are enjoying the whole thing together, then you find out a hugenumber of Scots are just picking it straight off first.
“I’m trying not to take it personally.
“For me, the best way to eat an empire biscuit is to break it in half, so you get one side with the jelly sweet and one without. That way you get the fullexperience.
“But I suppose this research proves everyone has their own empire biscuit ritual.”
The individually wrapped empire biscuits will launch in selected Tesco meal deals across Scotland from 18 May, marking the first time the bakery’s empirebiscuits have been available as part of the retailer’s meal deal offering.
An individually wrapped caramel shortcake will also join the Tesco meal deal range.
The launch marks the first time an empire biscuit has been made available as part of a Tesco meal deal.
McGhee’s Bakery, which is celebrating 90 years in business this year, has made empire biscuits for generations and now produces thousands every week fromits Glasgow bakery.
Barry O’Donnell, Tesco Buying Manager said: “Empire biscuits and caramel shortcake are iconic Scottish treats, so we’re delighted to be working with McGhee’sto bring them into selected Tesco meal deals across Scotland.
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“We know there is strong demand for familiar, nostalgic favourites that can be enjoyed as part of lunch on the go, whether that’s during the working day,at college or while travelling.
“Adding individually wrapped versions of these classic bakes into the Tesco lunchtime meal deal gives customers more choice with a Scottish twist.”
The individually wrapped empire biscuits and caramel shortcake will be available for £1 RRP in selected Tesco stores across Scotland from 18 May.
