The Guardian

“Keep me in the fridge” is now the standard instruction on bagged salads and juice bottles. You barely register it; who doesn’t keep salad in the crisper? Bananas are labelled “Eat me” or “Keep me”, salad packs invite the buyer to “wash me thoroughly”, and a Terry’s Chocolate Orange says that “My delicious chocolate segments are made with real orange oil!”

British food packaging now has a matey, at worst babyish, tone that simply didn’t used to be there – commonly, food is describing itself in the first person. My basket of groceries now addresses me as though we are killing time on Facebook.

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