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article imageLickable ‘Jaffa Cake’ lift goes up in London

By Mathew Wace Peck     Apr 18, 2012 in Food
London - McVitie’s has unveiled a new art installation that consists of an elevator with walls adorned with Jaffa Cake-flavoured stickers that people can lick on their way up and down a London office block.
Apparently, the idea was inspired by Willy Wonka, the eccentric factory owner of Roald Dahl’s Charlie and the Chocolate Factory, and took artists and food technicians four weeks to complete.
The installation – which is made up of 1,325 individual Jaffa Cake stickers – is being trialled at the London offices, in Great Portland Street, of the communications company Engine.
Speaking to Female First, Philippa Tilley – the senior brand manager for McVitie’s Jaffa Cakes – explained the thinking behind the project: “We are all about bringing a bit more fun to life and this was the perfect way to get a little joy straight to stressed-out office workers. We hope the lifts raise a smile, give people a taste for Jaffa Cakes and encourages them to go and buy a pack for the office.”
In a report published in the Daily Mail, asks about the hygiene implications of the installation, to which Tilley replied, “Once a Jaffa Cake-flavoured [sticker] is licked the spot is removed by a lift attendant who is in the lift the whole time staff have access. His job is to stop any licking crossover, and potential germ spreading.”
Smashing orangey bit
A traditional Jaffa Cake is a sweet cake/biscuit consisting of a round hard-sponge base, on which sits an orange-flavoured jelly disc – known by generations of Jaffa Cake-eaters as the “smashing orangey bit” – and then topped with chocolate.
Many different companies from all over the world produce their own versions of Jaffa Cakes, but the original ones were created by – and are still manufactured by – McVitie’s, having been introduced, in 1927, by McVitie and Price. The confection derives its name from Jaffa oranges – those sweet oranges that are native to Jaffa. Ironically, according to a 2008 survey, one in ten parents thought that Jaffa Cakes counted towards the UK-recommended five-a-day intake of fruit and vegetables, while one in twenty thought oranges didn’t!
As well as the original orange-flavoured Jaffa Cakes, McVitie’s have at various times introduced different-flavoured ones, including blackcurrant, lemon and lime and strawberry, while Cadbury’s have introduced Jaffa Cubes and Stiffys produce a Jaffa Cake Vodka!
Of its unique elevator experience, Engine confirmed via Twitter that “they were definitely worth a lick, & made the corridors smell great!”
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