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But when pushed on his favourite sandwich, Mr Robinson said: "It would have to be tuna. A tuna mayonnaise made with brown bread."

They are the bête noire of many nutritionists - mass-produced yet moreish foods like chicken nuggets, packaged snacks, fizzy drinks, ice cream or even sliced brown bread.

The announcement of the flavor mentions several more outlandish Georgian flavours trialled by English Heritage before it landed on brown bread, such as Parmesan and cucumber.

From sliced brown bread to ready meals and ice cream, it is a group of foods made with varying - but often substantial - levels of industrial processing.

These include public education and health services, school feeding schemes and the tax exemption of staple foods such as brown bread and rice.