Country Life Trending: Martin Fone discovers nothing is quite as it seems in the world of Jaffa Cakes — including whether they are a biscuit or a cake or whether chocolate sits at the top. In these grim and unsettling times, a temptation few of us can resist is to seek comfort in a warming beverage and a few biscuits. It is remarkable how often such a simple pleasure can put a smile back on our face. According to a report in Grocer magazine last October, biscuit sales in the United Kingdom had increased by £160.8m over the last twelve months, a year-on-year increase of 5.5% or, to put it another way, an extra 144 million packets purchased.