It would be simplistic to describe the feeling an eight-year-old child in 1998 experienced when eyeing a glistening chocolate cake with an intricate swimming pool made with kitschy food colour and flanked by fondant ducks as "desire". It was, in fact, something akin to aspiration.

A decade since, that same child, by now an adult, would have been mesmerised by sizzling brownies topped with vanilla ice cream and further down the line, perhaps getting a set of six red velvet cupcakes packed to go. At that time, a waffle on a stick would have been unimaginable. Today of course, that, along with a host of other sweet treats, are so commonplace that most of it manages to capture our imagination, at best, fleetingly.