ASDA is set to prevent the unnecessary export or slaughter at birth of unwanted bull dairy calves through the launch of its 360Ëš Sustainable Dairy Calf Scheme.

After a successful trial, the initiative will launch, tying together ASDA’s DairyLink and BeefLink schemes and will put more than £2 million a year back into the pockets of its farmers. The supermarket estimates that if the rest of the industry followed suit, the move could generate a massive additional £50 million revenue for the British dairy and beef farming industry.

The cookie, which doesn’t immediately crumble in your cuppa, is being introduced by ASDA. It’s taken nine months of research to get the perfect recipe for the cookie, which is even rectangular shaped to ensure it fits properly in your mug.

Mel Ellison, of ASDA’s bakery team, said: “We were inspired by Peter Kay’s famous sketches about biscuits breaking off in his brew. After speaking to customers, we found they too are looking for a quality cookie that is dunkable.”