British anti-jargon campaigners were celebrating after forcing a supermarket chain to change the labelling on a sausage snack that had been described as "ambient".
The Plain English Campaign said it had no idea what the "ambient sausage roll" was, adding the snack on sale at Co-operative stores took the linguistic biscuit. "It's caused much amusement," said a spokeswoman.
Campaigners decided to complain about what they described as the "bizarre" title given to the roll after they were contacted by baffled shoppers. The supermarket quickly admitted an "administrative error", which it said was being corrected.
Keep up with the latest business news from the region with the Emirates Business 24|7 daily newsletter. To subscribe to the newsletter, please click here.