The issue is available in two different covers and includes a Good Food 2011 calendar and 16pp pull out food guide and the issue is held together by a metallised elastic band - something the company describes as an industry first.

Production manager Koli Pickersgill said: "We had been brainstorming ideas for how to hold the issue together without bagging it, and I had a hair band I'd bought from my daughter and we thought why not try something similar for the magazine? It enables consumers to engage with the magazine and the standout cover and the great thing is band gives it the appearance of a Christmas present. There is less packaging as well, which our readers like."

Good Food magazine has an ABC of 305,855 copies each month.