Flattery doesn’t get much more sincere than this, to coin a phrase.

Here in France the battle between Private Label and major brands is a fascinating one, played out at several levels.

The Ivoria brand is one of many which have been created by supermarket chain Intermarché, whose ‘selection Mousquetaire’ endorsement is carefully placed to be last reading. (On the Intermarché website each ‘brand’ details its history, values and even in one case its logo evolution, so this is no superficial undertaking).

What gives the game away at this point is the brand’s behaviour: despite its rich past and keenly felt values, it can’t think of anything it would like to do more than impersonate the brand leader in every category.

The imitation extends beyond graphic design and layout to the jar shape, so suddenly that black ‘n’ of nutella becomes pretty important.