Belgium is planning to issue Willy Wonka-style postage stamps that taste and smell of chocolate to celebrate the country's national delicacy next year.
In 2013 Bpost will issue five stamps printed with heat-sensitive ink
In the wacky spirit of Road Dahl's eccentric candy-maker, the Belgian Post Office will play tribute to Belgium's chocolatiers with special stamps that will taste of chocolate when licked.
Recipients of the specially hallmarked letters or post cards will be able to enjoy the aroma of the candy celebrated on the postage stamps.
"With such stamps we prove our sense of modernity and innovation," said Johnny Thijs, the CEO of Bpost.
The post office is also planning a range of stamps on the theme of road safety that will be printed with "glow in the dark" ink.
In 2013, Belgium's Royal Meteorological Institute celebrates its 100th anniversary and to mark the occasion, Bpost will issue five stamps printed with heat-sensitive ink.
When touched, an ink layer activated by the warmth of human fingers will show a pattern hidden in the background.
But philatelists have not expressed enthusiasm at adding tasty, chocolate flavoured stamps to their stamp collections.
"The Bpost CEO states that they are staying abreast of the latest technologies. That may be so, but, it is still another 'gimmick' product that seems to be produced more and more by the post office entities of today," posted Bujutsu, a contributor to the message boards on the www.stampcommunity.org
"I'm just glad that they aren't issuing stamps promoting wildlife and showing a skunk."