Feeling a little peckish today, I opened a packet of Jacob’s Cream Crackers this afternoon and on the side was a photo of said savoury biscuit topped with a piece of cheese and tomato. The caption beneath read “serving suggestion”. Why do they do that?
What is it about the concept of the cream cracker that Jacob suspects we haven’t mastered? Or do they think that we think we’ll find a ready made cheese and tomato snack inside and hold them in contempt when we don’t?
The phrase “serving suggestion” seems to appear on most packaged foodstuff these days and for no good reason that I can fathom. Even our packet of Chocolatey Squares carries the legend alongside an artists illustration of a bowlful being sloshed with milk.
A tin of M&S corned beef shows a couple of slices on top of a slice of bread where presumably the only suggestion of consumer choice is whether to opt for a white, brown or wholemeal loaf. Or perhaps a muffin?
A ready meal for one from the freezer has the macaroni cheese dolloped on a plate, no sprinkling of parsley or any other garnish to be seen, yet they still insist that this is just a serving suggestion. Like I might otherwise have simply poured it into my cupped hands?
So manufacturers, stop being irritating, tell the lawyers that we understand your products and you really don’t need a disclaimer when you try to make it look appetising.