After what we can only imagine was a rigorous and scientifically ground-breaking process, the company that makes Jaffa Cakes has revealed the correct way to eat them for maximum enjoyment.
People of a certain age will remember the 'Full moon, half moon, total eclipse' advert in the 1990s, but you may be surprised to learn that this is not the optimum way to be consuming McVitie's Jaffa Cakes.
Apparently you are supposed to bite away all of the outer edge and then eat the remaining orange jelly, chocolate and sponge in one mouthful.
To reach this vital conclusion, McVitie's consulted food scientist and flavour expert Dr Stuart Farrimond who, as well as having a fantastic job title, is more than qualified to teach us how to eat a snack.
Dr Farrimond said: "Science concludes that this eating technique gives the almost perfectly optimised balance of zesty orange, slightly bitter chocolate and sweet airy sponge.
"We ran a panel of experiments to discover the best ratio of chocolate, orange jam and sponge.
"Given that the orange jam layer is pooled in the central segment of the Jaffa Cake, different eating styles will result in different combinations of these three layers in each mouthful.
"Whilst the most common way to eat a Jaffa Cake is the Half Mooner technique, our research concluded that the 'All Rounder' with the middle portion of the Jaffa Cake eaten as one, gives the optimum sweetness, taste and flavour.
"This can only be fully appreciated by nibbling the edge off first and then eating the middle portion alone."
There you have it.
However, despite this being the best way to eat them, not everybody does. They also conducted research into how people actually do eat them and found that there are four main categories.
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The Half Mooner and the All Rounder are the most popular, but some go for the Scoffer (all down your neck in one go) or the Jelly Lover, where you just eat the jelly off the top first.
On top of that cutting analysis, the firm also looked into what the way you eat them says about you. If you are an All Rounder, you are probably organised, determined and thorough, but if you are a Scoffer you are straight talking and energetic.
Riveting stuff, I'm sure you'll agree. Imagine if they did the same type of research with crème eggs - they could write books about that.
Featured Image Credit: PA