With perhaps the biggest surface area of any piece of food packaging in the supermarket, fresh pizza can do poster-sized product visuals to tempt our tastebuds from 5 metres.

Of course we still want to see the uncooked real product inside the box, so we can check on the level of exaggeration.

How can a brand top the eyefuls of sizzling cheese that any private label can easily present here? It needs a story about its preparation method or ingredients, as my old friend Jacques Fournil showed, or maybe it has restaurant pedigree, reminding you of a good dining experience.

Pizza Express’s new packs no longer take me to the place I’ve had dozens of freshly prepared, perfectly seasoned pizza delights, but they’re pretty eye-buzzing, if that’s your thing.