marmite macht frei

I don't know if you've noticed what Sainsbury's have started doing: in common with all supermarkets they are no doubt legally obliged to put stuff like nutritional information and recycling instructions on their food packaging, just so the well-informed and discerning customer can keep tabs on exactly how much toxic filth they're shovelling down themselves. All of which is fine - knowledge is power and all that. But evidently Sainsbury's felt that a bald heading saying "Nutritional Information" didn't convey the right sense of, I dunno, drama or something. So here's what they came up with:

Those are a tube of tomato puree and a bag of baby spinach, respectively. I imagine you've got to sing the "Great for all of us" line to the tune of the "And so say all of us" line that concludes the British version of "For He's A Jolly Good Fellow". In fact you could probably shoehorn the whole thing in:

For it is great to kno-ow
For it is great to kno-ow
For it is great to kno-o-oooooow
It's great for all of us

You can have that one for your next dinner party. Scouting around the fridge I see my breakfast orange juice has been infected too:

Not everything gets this treatment, it seems. This is a loaf of wholemeal bread:

And here's a carton of economy chopped tomatoes (prosaic matter-of-factness) and a pack of turkey breast steaks (soaraway fabulousness). There seems to be little rhyme or reason to it.

Like all the most teeth-grindingly irritating things it's hard to put a finger on exactly why the "Great to know" heading gives me the screaming abdabs. I think it's a general aversion to forced jollity and unreflective conformity. Or, to put it another way: I'll be the fucking judge of whether I think it's "Great to know" or not. I don't know whether they restrict these headings to the halfway healthy stuff or not, but if I saw the fat content on a box of chocolate-covered beer-battered potato twizzlers I might feel that "Mildly alarming to know" would be more appropriate. Or "I'd prefer not to know", perhaps.

No, the whole thing has more than a whiff of Strength Through Joy about it, so I think that in this particular case I'm wholly justified in saying: this is exactly how Nazi Germany started, you know.