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03/19/2006: "Food for thought 003"

Marks & Spencer Belgian Milk Chocolate coated Californian Raisins. A deceptively simple and decidedly delicious combination of two of the world's best ingredients; sinfully smooth and rich Belgian milk chocolate, hiding some of the sweetest raisins there are, from California.

I'm sorry, but the copywriter who wrote this stuff really needs to be taken into a dark alley and force-fed sinfully smooth Belgian chocolate until they vomit. And even then, they may not vomit quite as much as the reader of the packaging.

Two of the world's best ingredients? What exactly does that mean? Taken from the list of the world's Top Twenty ingredients perhaps? "At number eighteen, we have the ever-versatile sugar. And creeping up the hit parade to number twelve, we find scrag end of mutton."

Another point. There's a time and a place for alliteration. But a 'decidedly' in front of 'delicious' is definitely dodgy and a don't-do, darling. Especially when you're lining up 'sinfully smooth' half a sentence later.