I’ve always loved this brand story and also admired the fact that its owners resist the temptation to ‘improve’ it. They clearly understand that they managed to create a near perfect encapsulation of this very popular worldview: ‘Products like these tasted better in the past, when our Grandmothers had time to make them from scratch from fresh ingredients’. Otherwise known as the ‘unspoilt by progress’ story, this is often told but rarely as well or as consistently as here.
Shelf Life
20 September 2011
Brand Stories From Worldwide Supermarkets
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