Without going into how ‘sensation transference’ makes packaging a powerful communication medium (but do ask me about the seminar), it means that it’s OK to draw a face on the packaging (instead of the product, or its ingredients). Consumers don’t consciously separate products from packaging so it amounts to the same thing.

Kids (even when they grow up) have a remarkable ability to anthropomorphise everything around them – animals obviously, but also trains, trees, farm machinery and thanks to the food industry, apples, strawberries and every other recognisable ingredient known to man.

So why not a plastic pot? Admittedly it has less inherent character than the average fruit, but that’s nothing a good animator can’t fix. Sadly in both these cases the good animator was busy that day, so we’ll just draw a face on it. And no, the V sign and skateboard doesn’t make it OK.