QUOTE : This was considered to be all the more of an achievement, given the public campaign that had been waged for some time against the Scotch pie in general. This had been triggered by research revealing the total weight of Scotch pies consumed by the average adult Scot each year: fifty-six pounds. That, together with the figures for the volume of Irn-Bru drunk by that same average Scottish adult (sixteen gallons), had led to calls for health warnings to be attached to each Scotch pie. These moves had become bogged down in disagreements over the wording of the warning: there had been strong support for These pies will kill you sooner than you think, but the alarmist tone of that message had put some people off. This pie will damage your health was thought to be too similar to existing warnings for tobacco and alcohol, while Dinnae put this stuff in your gob, was thought to be too self-consciously demotic and perhaps a touch vulgar. The debate had been long and acrimonious, and as a result the initiative fizzled out. The Scotch pie continued to be sold to its consumers in rising numbers.