Wackaging

Laidback labelling is here to stay. However normalised "wackaging" becomes, I just can't shake the feeling that talking food is best left to toddlers. Lucie Bright of Innocent is probably right that this cultural lightening up is, broadly, a good thing. But must we label food in such a self-consciously crazy way?

A mash up of wacky and packaging, wackaging is a way of marketing which makes everything 'such fun'! Or, in the case of dog food marketing, such natural, wholesome, everything-in-the-garden-is-rosy fun. That can of food you're serving up? From the picture on the side, you'd think it was lovingly prepared by the WI in a church hall kitchen.