Tony Goodman, chief executive of Yumsh Snacks, was waxing lyrical after one of his kosher Ten Acre products won a European award for food innovation. Its strawberry and cream popcorn earned first prize in the INN' awards.

"Ten Acres is the equivalent of a really great book," he said. "Once opened, you will find it hard to put down. You become immersed in the stories that each flavour brings." He ought to sponsor the Mann Booker.