Monday, 7 April 2008

Asinine alliteration

What is it about food marketeers that leads them to name food "products" (don't even get me started) with those ridiculous alliterative names?

According to the marketing blurb in the supermarket magazine, Forest Feast dried fruits come with typically idiotic names: Mouthwatering Mango, Scrumptious Sour Cherries, Bountiful Blackcurrants, Sumptuous Strawberries.

I mean, really. Taking just one at random, sumptuous means luxuriously fine, splendid, lavish. Not the first word that springs to mind when describing wizened old fruit, is it?

And the non-alliterative ones are even more asinine: Incredible Cranberries, Unbelievable Blueberries.

I'm pretty sure I do and can believe in cranberries and blueberries. And my palate may be as jaded or uneducated as you fancy, but dried fruit (dried fruit!) is never going to be incredible.

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