I didn’t realise the lion was such a huge part of the Tunnock’s branding until everyone started getting their teacakes in a twist this week.

The shiny red and silver dome wrapper I am familiar with (given global fame after being turned into dancers’ outfits for the Glasgow Commonwealth Games, of course) and the dazzling gold and red stripes and delicious chocolate of the legendary Caramel Wafer – a picnic staple since childhood - are also seared into my brain and the fabric of my car seats.

But the wee sticky-on red lion that holds up the flag on the main company logo? It’s hardly a massive part of the design. I don't think it's even on the wrappers. Its removal from the Uddingston company’s new ad on the London underground has caused a furore, mainly because of the accompanying slogan, ‘The Great British Teacake’. Calls for bans and boycotts abound; Twitter, predictably, has gone bananas; and opinion writers are devoting many column inches to the debate. It’s almost as if it was all about generating some publicity in the first place….

Anyway, what with the situation in Syria and the flooding here in the UK, you’d think we might have more important things to worry about. But we have form when it comes to getting upset about biscuits. Frankly, mucking about with our biscuits causes us grief.

Who remembers the great is-a-Jaffa-cake-a-cake-or-a-biscuit debate of the early 90s? (It’s a cake.) Or that time when it looked like there wasn’t double the stuff in the Oreo Double Stuf? (There was.) Or the scandalous suggestion that Wagon Wheels were shrinking? (They weren’t.)

The message is clear. Don’t mess with our biscuits. It unsettles us. So at the risk of causing even more upset, I have to report ANOTHER controversy raging in the UK this very minute. It appears that one of the stars of the M&S luxury biscuit collection is a custard cream in disguise. No, seriously. Someone went on Instagram with a photo of the offending interloper. He’d dunked it in his tea and the chocolate had melted off to reveal the custard cream logo.

The store denied any untoward biscuit activity. “Customers can rest assured the biscuits remain our own luxury recipe covered in milk chocolate, they are simply made using the same mould as a custard cream,” said a spokeswoman shortly before finally losing the will to live.

Personally, I quite like the sound of a custard cream covered in chocolate, but maybe I’m just weird……