Treat has us all licked.
A food expert claims it is impossible for us to eat a doughnut without licking our lips to get the sugar off.
Psychologist Nathaniel Davis says the combination of our extremely sensitive lips and the immediate reward of the taste of sugar mean resistance is futile when it comes to the sugary treats. Davis says the sugar on a doughnut absorbs the natural moisture on our lips and our instinct is to replace this by licking them.
To celebrate the launch of their new jam doughnut recipe, supermarket Morrisons is now challenging people to have a go at eating one without licking their lips. The doughnuts are covered in two different types of sugar granules which they believe will thwart challengers.
Morrisons is to donate PS1 to war veterans charity Walking With The Wounded for every attempt someone makes to eat a doughnut without licking their lips.