Definitely not a mild, “safe” gingerbread.

The school of thought which says “develop a product to appeal to the most people” never really works. It inevitably leads to watered down, soul-less, safe products that never achieve greatness. That’s why large corporations are never great at innovating. Each focus group, committee meeting and sign-off process leads to chamfering of the edgy edges that make great products great. 

So our gingerbread returns this Christmas, in vegan-but-you-can’t-tell guise, of course. We debated dialling it down a bit so that everyone would quite like it but ended up dialling it up and making it even spicier. That way the people that want a really gingery cake love it and everyone else can, well, buy something else. Safe is boring.