Pizzas for pregnant women are to be pushed, kicking and screaming, onto supermarket shelves this autumn.
Chicago Town Cravings pizzas will be sold in three flavours: egg, cheese and pickle; fruit and chocolate; and gherkin and chocolate.
Manufacturer Schwans, claiming an “industry first”, denies the idea is premature.
Ben Johnson, European marketing controller, says: “Our latest marketing study told us about 85 per cent of women experience at least one craving during pregnancy.”
Indeed, Schwans are so confident of the pizzas being a success, they have marked them up for a strictly limited run. The Diary gives the fad no more than nine months.