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[16 July 2016]  Another clear-as-mud health message has hit the nation’s breakfast tables, courtesy of the blurb on Weetabix packets, which says:

‘Wheat bran fibre contributes to an acceleration of intestinal transit.’

This seems to be a variation on the formula adopted by Danone, makers of Activia yoghurt drink, whose label refers to ‘acceleration of intestinal tract transit’ (see Pikestaff 71).

For more on these euphemisms, click here and here. Warning! The first link may offend.

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