Despite the beautifully in-mould labelled tubs, there’s not much branding support for these fancy prices. I guess Benecol looks sufficiently authoritative with its heart-health claim backed up by not one but two heart symbols, but next door what looks a bit like a logo actually reads simply ‘Village’.

Last time I checked most village cheeses don’t have access to in-mould label technology, but look very closely and you’ll find our friend Minerva again. For a Goddess of commerce she’s evidently got a bit to learn about brand architecture.