I had one of those ‘IS IT ME? AM I MENTAL OR IS IT THE REST OF THE WORLD????’ moments stood in the checkout line in the supermarket today. The woman in front of me was buying some ‘posh’ crisps for xmas and I noticed something that struck me as MENTAL on the packaging…
Its unique selling point? ‘MADE WITH REAL INGREDIENTS’.
It’s grammatically interpretable (made ENTIRELY with real ingredients?, previously made with fantasy ingredients?) but even taken at face value, have we really got to a point where food containing ‘real ingredients’ is some kind of braggable novelty?
In fairness, the ingredients of the above product are indeed all ‘real’ –
Ingredients: Potatoes, Sunflower Oil (26%), Buffalo Mozzarella & Herbs Seasoning, Salt, Firming Agent (Calcium Chloride)
Buffalo Mozzarella & Herbs Seasoning contains: Sugar, Dried Balsamic Vinegar, Dried Buttermilk, Dried Onion, Basil, Fennel, Rosemary, Thyme, Parsley, Rocket, Dried Pomegranate Juice, Dried Honey, Wheat Starch, Dried Garlic, Dried Buffalo Mozzarella, Flavourings, Butter, Dried Skimmed Milk, Colour (Paprika Extract)
– but sound slightly less appetizing than a bunch of E numbers.