The human imagination is a wonderful thing. When we see photographs of beautiful sunny beaches, we can imagine the warm sun on our skin. When we see an image of an ice-cold bottle of lager, with drips of condensation running down the side, we can imagine the refreshing taste.  

And now, when we see pictures of chocolate cake - you can give your imagination a rest and just lick the magazine. Well - almost. 

Yes, that playground favourite - scratch'n sniff has evolved into - wait for it - "Peel'n taste". In the latest issue of Magazine World (the quarterly title from FIPP), this frankly rather terrifying new technology has been showcased in its centre pages. 

I look forward to licking the pages of Hello to discover the flavour of various celebrities.