It seems as though everything food related that we hold dear is carelessly being ripped from our hands and cast away in a bid to make us healthier.
First it was the turkey twizzlers, then moves were made to lessen sugar content and ban sales of energy drinks to under 16-year-olds. Two-for-one pizzas could get the chop in Scotland, as could cartoon characters on our favourite cereal boxes.
But now they're messing with the big leagues.
Clearly thinking within the same box that produced the idea of removing Tony the Tiger from Frosted Flakes and Toucan Sam from Fruit Loops, the UK government is also keen to get rid of Percy Pigs.
It's because the loveable swine is cute and kids don't mind shoving them down their gob by the mouthful.
Along with other MPs, Health Minister Jeremy Hunt is looking at whether it's a good idea (um... nope) to ban 'licenced characters, cartoon characters and celebrities' from being used in connection with selling junk food.
(Read in your best infomercial voice)
But wait, there's more.
Not only could our beloved Percy Pigs go, or just be reshaped so they no longer resemble an adorable cartoon farm animal, but also the unlimited refills of sugary drinks at Nando's could be up for the chop too. Good God, they're really going for the jugular now.
The Portuguese chicken chain does have a selection of diet or zero sugar options, so it could just be a case or removing the full-fat ones. At least we hope so - it's half the fun of going there.
BUT WAIT, THERE'S EVEN MORE!
Under the plan being reviewed by Whitehall, there are also rumbling to remove so-called 'guilt lanes' from supermarkets, which are the rows of chocolates and sweets next to or near the check-out.
Marks and Spencer, which has been selling Percy Pigs for the best part of 25 years, stopped selling them on these guilt lanes three years ago because of health concerns.
National Obesity Forum chair Tam Fry last night said: "I'm thoroughly pleased at the prospect of cartoon characters being divorced from junk food.
"We need to associate these popular children's characters with in-your-face good food."
Not only that but Westminster is considering a proposal to install a UK-wide ban on energy drinks for under-16 year olds (at the moment it's just select supermarkets who refuse to sell the product to children) and prevent sugar-related companies from running ads on TV before 9pm.
You just know that if they're going after Percy Pigs, the next to go will be Colin the Caterpillar.
Featured Image Credit: Marks and SpencerTopics: Food, UK News, UK government, Marks and Spencer, Percy Pigs, Health