Some brands are indulging in 'tarty pack prostitution'

  • Print
  • Share
  • Comment
  • Save

Sir: It was refreshing, if not surprising, to see Premier Foods launch its British Farmers Loaf (‘Patriotic loaf kicks off premium Hovis push’, 14 April.) There’s always a risk it could be seen as a me-too, lost in the current sea of bunting and flags. But Premier is supporting British produce rather than just Brand Britain with a pack commendably restrained from a Union flag waving point of view, which should go down well with shoppers.

No such luck for the horde of brands that have jumped on the Union flag bandwagon completely inappropriately - like Tabasco and Jelly Belly, to mention just two, which are indulging in a bit of tarty pack prostitution at the expense of core values. Where’s the saliency in Tabasco’s limited-edition jubilee pack, which sports diamonds and a garish Union flag alongside a made-in-the-US line?

There’s no question the Jubilee is an attractive platform. But it is worth bearing in mind that if the spotlight is on Britain, it is also on you. And if you’re going to fly the flag, especially in as valuable a sales fascia as your pack, your story has to be just that, your story, not your country’s!

Ben Branson, senior planner, Holmes & Marchant

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email

  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG

Redhill Recruitment Ltd Business Development Manager – Meats

Business Development Manager – Meats - Redhill Recruitment Ltd

Upto £30k Basic + Excellent OTE - Company Car- Laptop & Phone
Search jobs
Sign in

Newsletter Sign-up


I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer



CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.


The Grocer's commentators and opinion makers