Smarties

Many moons ago, I wrote about Nestlé ‘rebranding’ Smarties, changing the classic tube and plastic flip-off cap. Yesterday, for the first time in ages, I had a real craving for Smarties (no idea why, I just go with these things sometimes) And yes, the rebranding’s been done.

And somehow it’s just not the same. The cardboard tab just doesn’t have the same poppability (if there is such a word) as that old plastic cap. Even the colours have changed, and while I don’t have an objection to removing artificial colours- in fact I think it’s a good thing – I would perhaps rethink the brown ones, which now look (to be blunt) exactly like shit.

But when you get inside, well, Smarties® are still Smarties®. So it could be worse.