A tough call this, because the story of Maldon sea salt is, in a literal sense, better on the old pack (pictured here on my recent holiday, probably the only time an English ingredient has ever been taken to France to improve the food…)
However the new pack does a better branding job, so assuming they are preaching to the converted, then this simple, confident story of ‘here I am, look no further’, delivers in spades (or is it diamonds?)
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