Soft, light sponge. Dark crackly chocolate. A tangy flavoured centre. You just can't beat the ultimate cake-biscuit hybrid that is the mighty Jaffa Cake.
But what if the classic orange centre (oh-so-good with that rich choccy topping) was swapped for a pineapple version?
That's what's happening at Morrisons, who are currently selling packs of pineapple-flavoured McVitie's Jaffa Cakes priced at £1 each for a pack of ten.
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There are also cake bar editions of the new tropical Jaffas, available in packs of five from Tesco for 65p.
Needless to say, the internet is divided. Just like a Hawaiian pizza, pineapple Jaffas are a serious opinion splitter.
"My pineapple dreams are coming true!" wrote one ecstatic Facebook user.
"OMG, sounds good to me, I can't eat orange," chimed in another.
"Game-changer!" enthused a third.
Others were considerably less keen.
"That's worse than pineapple on a pizza!" said one unimpressed commentator.
Another agreed: "This is wrong on so many levels."
"Actually can't think of anything worse," grumbled a third.
At Tyla HQ, the jury's out. Some love the idea of the flavour combo - after all, it's still a mix of sharp-sweet citrus fruit jelly, chocolate and squidgy sponge. Not a far cry from the original, in some respects.
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Others just don't see the need to mess with a solid-gold classic.
This isn't the first time McVitie's has brought us flavoured Jaffas. Tesco stocks strawberry editions of the beloved biccie-sized cakes, and even lemon and lime.
Not forgetting this giant Jaffa Cake dessert from Waitrose, topped with Swiss chocolate fondant, white chocolate curls and salted caramel sauce.
Elsewhere in the world of sweet treats, Smarties Buttons are now a thing, and they're the best-of-both-worlds snack we didn't know we needed.
Created by Nestle, the chocolatey buttons are stuffed with crisp-coated smarties, giving plenty of crunch with every bite. The snack comes in milk, white and orange-flavoured chocolate.
And in good news for Ben & Jerry's fans, the brand has only gone and launched a bag of actual cookie dough chunks.
The perfect mix of sweet and salty, these are basically the best bit about the ice-cream flavour anyway - less time wasted digging them out of the pot.
Chocaholics, start snack-stockpiling.
Featured Image Credit: McVitie'sTopics: Tasty Food, Food And Drink