It's that time of year again when sweethearts manifest their affection in the form of cards, chocolates, flowers or maybe even diamonds.
But it's to heck with Valentine's Day tradition in the case of the West Cornwall Pasty Co which is hoping customers will say it with a pasty instead. Not just any old pasty either.
Available from 9th February for a limited time, the company's Pasty to Share is a heart-shaped steak pasty filled with beef, potato, swede and onion, lovingly finished off with a pastry heart in the centre and designed to be halved and enjoyed by two people.
While admitting it may not be the most obvious romantic gesture, chief executive Richard Nieto says it's certainly a tasty and unique one.
Well he has a point. Isn't there a saying, "the way to a man's heart..."?
There is an old saying that a couple that munch together stay together - lets hope the agree on the type of pastry and crust.