Sweet Memories

For several years I worked with the Rowntrees company researching consumer attitudes to their products. Some of the revelations were amazing - the Freudian meanings hidden in a Walnut Whip should have had the product banned for a start. There was even a phase when I was the sole defender of the phrase ‘Have a break, have a Kit-Kat’, while their advertising agency were crazy enough to want to change it. It made me realise how important brands can be to people, even if the products which go with them are just chocolate and biscuit.

An exhibition starting in London this month might be of interest to anyone who remembers buying brands of sweets and chocolates as kids. It is on at the Museum of Brands (www.museumofbrands.com), called ‘Sweet Sixties’, and is a fascinating collection of packages from brands which many of us will remember. Some have changed packaging dramatically, some have changed names (what was wrong with Opal Fruits, anyway?), others have simply vanished.

Dear old Kit Kat survives in newer packaging, but most people will remember the strange delights of the old foil inners, which could be gently pressured so that the Rowntrees name appeared through the foil, before a neat move with the thumb cut a single finger off the biscuit.

Another exhibition running concurrently in the same location deals with the art of biscuit packaging - again, some wonderful designs from the early 20th century, nostalgic and evocative.

The entire museum started with one person, Robert Opie, deciding to start collecting everyday packaging. It covers masses of different products, with around 12,000 items on show, including games, fads, postcards, as well as product packaging. Altogether an amazing nostalgic trip - and there is a senior concession available.

2 Colville Mews, Lonsdale Road, Notting Hill, London, W11 2AR. Tel: +44 (0)20 7908 0880The Museum of Brands, Packaging and Advertising