It's not exactly milk and honey but it comes close. Rivers of tasty juice flowed through the streets of the Russian town of Lebedyan after the sixth biggest juice factory in the world collapsed.
A cascade of flavours including pineapple, apricot, tangerine, grape, mango, pomegranate, apple, cherry, orange, grapefruit and tomato poured out of the plant owned by PepsiCo.
Two workers were trapped for hours after 300 square metres of the factory's roof collapsed at 10am local time dumping 28 million litres of juice into the streets.
Rescue teams are taking part in a mass clean up, clearing rubble from the collapsed building and the ministry of environment has launched an investigation into whether the incident constitutes a health hazard.
Pepsi representatives have confirmed they are ready to pay for the damage and stressed that the level of flooding is not that dramatic.