The big non-news story today sees Brussels trying to banish "the traditional British breakfast" by meddling with our jam. The EU is hell-bent on allowing fruit spreads which contain just 50 per cent sugar - as opposed to the 60 per cent used in traditional jam recipes - to be marketed as "jam".
It's worth being clear that jam as we know it will in no way be affected, yet the media are still trying hard to look like they give a toss. The Express, Telegraph, Mirror and Sky News are all running the story.
"EU rules cutting the amount of sugar in jam could bring an end to the traditional British breakfast…"
No hyperbole there then.
"Lib Dem MP Tessa Munt … told MPs that consumers would be left confused if producers were able to sell products labelled as jam when they were only 50 per cent sugar as their consistency would be similar to inferior European fruit spreads that often "tasted like mud", MPs heard."
Those inferior European spreads, coming over here, stealing our breakfast.