My struggle with packaging and in particular breakfast cereals, continues. (See my earlier blogs in the “archive” on Breakfast Exercise dated 6th September 2011, 27th March 2011 and 20th February 2011 and Granola Wars dated 19th June 2011).
This morning it was all the fault of that well respected high street brand Sainsbury’s. It was a lovely morning – I woke up refreshed and ready for a new day – I wasn’t looking for a fight. Then I picked up a brand new packet of Fruit Muesli. Sainsbury’s have obviously been watching the TV Programme “Dragons Den” and seen Theo Paphitis dismiss new entrepreneurs whose products he can tear apart with his bare hands. Sainsbury’s are made of sterner staff – they must have resolved that nobody is going to ever open their products. How about a new slogan “everlasting muesli – best before 2061!” 50 years is about the time it will take you to open this product.
Before going any further and having learned from my previous encounters with cereal packets, I first read all the writing on the outside of the bag, with the aid of my magnifying glass, which I now always carry around with me in my pyjamas to deal with early morning small print. On the packet was the usual helpful information:-
- A breakdown per 50 gramme serving of all the nutrients to the nearest tenth of a gramme – do I really need this first thing in the morning?
- The ingredients contain sultanas, raisins, dates, bananas, apricots, apple and SULPHUR DIOXIDE – Sounds like it will be good for clearing the drains!
- As a “footnote”:-) on the packet I am told that Sainsbury’s recommend at least 30 minutes of brisk walking every day – they clearly haven’t factored in the energy you have to use in opening the packet, otherwise they would know you have none left for walking!
- The one thing I was in need of was some simple hints on HOW TO OPEN THE PACKET – It would not surprise me if it is written in invisible ink. Just a little “tear here” or a “cut along the dotted line there” or best of all a “pull the tab to open”. But oh no that would be too easy – Sainsbury’s like to give you a challenge in the morning.
I know I could cut it open with a pair of scissors but that can’t be right – how would I re-seal it? Surely 30 servings are meant to last for at least a month. So I guess I have to resort to the usual tug of war – me versus the packet. I’ve been there before but this packet is like trying to tear a telephone directory in half.
E V E N T U A L L Y
I win – the packet breaks and I manage to spill 1 kilogram of muesli all over the kitchen floor!