Crumbs... David Blunkett broke both diet and British resolve when proffered a pastry outselling even jam donuts at the new Netto in Sheffield.
During a tour of the Kilner Way Retail Park store Mr Blunkett tucked into a Copenhagener pastry, which is to the Danes what the croissant is to the French.
Since Netto returned to Sheffield two weeks ago the store has sold more Copenhageners than British favourites including donuts, apple turnovers and chocolate muffins.
“I am breaking the habit of a lifetime in eating a Danish pastry as I am already several pounds overweight! I shall have to exercise more vigorously to work off the calories,” said the MP for Sheffield, Brightside and Hillsborough.
, adding: “I am very pleased that this new store has provided jobs and contributed to regeneration of the area.”
MD of Netto UK, Morten Moeberg Nielsen, who showed Mr Blunkett around the store, said: “I hope he enjoyed our Danish pastries. I grew up eating Copenhageners and absolutely love them but didn’t expect them to more popular here than the great British favourites.”
The flaky pastry, 39p, filled with an almond paste and topped with poppy seeds, is made in Denmark and baked fresh at the in-store bakery every day.
Scandinavian discount chain Netto, number one in Denmark, quit the UK in 2011 but the 10,650 sq ft store is one of the first to launch in a year-long trial partnered with Sainsbury’s. Over 2,000 products have been created for the UK and the store will also sell 100 of the most popular brands and non-food products from Denmark and around the world.