When I was a child in the 1970s if I had been ill my mother would buy me a bottle of Lucozade. It came in a glass bottle wrapped in yellow cellophane. With an advertising slogan “Lucozade aids recovery” it was generally purchased in a pharmacy, it was also a regular gift of hospital visitors…

I was recently working on a UK household snacking brand and I was struck by a few key thoughts: Like many in this market they were under pressure from every angle: indulgent brands muscling in on their space and health conscious brands waving guilt at the consumer whenever there’s an opportunity. Own label products mimicking…