Crumbs! A new weapon is being wielded in the war of the direct insurers. More pernicious than pricing, more cut-throat than claims costs, insurers have started lobbing cake at each other as they struggle to pull in the punters.

As reported by Backchat two weeks ago MoreTh>n started the war by firing off a 'Lucky the Dog' birthday cake at their opposite numbers in Direct Line. Quicker than you could say 'let them eat cake' Direct Line responded with a confectionary treat of its own, straight back at its More Th>n counterparts. No prizes for guessing this one was in the shape of a red phone.

A combatant in the bun wars managed to get this message from the frontline: "Mmm...delicious!"