Talking of choccy, back here Gadjo noted that the descriptions in selection boxes have become considerably poncier in recent years – “a fantasy of ganache enrobed in sumptuous cacao-essence and ennobled with hazelnuts” etc.
Choc-scoffing has thus become yet another area of British life where the Connoisseur’s Experience has seeped into the mainstream; it is no longer possible just to pick up a box of choccies; you have to make a lifestyle decision when purchasing, and talk about it while consuming.
Whether the cause is increasing sophistication, cynical marketing or sheer middle-class boredom I’m not sure, but the CE has long since spread from its natural habitats of wine, whisky and cheese into such everyday commodities as beer, coffee, ready-made sandwiches, pizzas, sausages, water, bread (malted wholemeal batch loaves etc), olives, olive oil, pickled onions, tonic water, cider (!), eggs, beef (matured), chutney, pies, citrus fruit, chicken (corn-fed), microwave curries, pasta, chillies, garlic, tomatoes (on the vine), pasta sauce, hot chocolate, butter, cordial, squash, hamburgers, ginger beer, fruit juice, ice cream, fruit tea, soup, yoghurt, crumpets, mousse-like puddings, breakfast cereals, crisps, nuts, tinned fish, jam, marmalade, apples, biscuits, cookies, honey (Sainsbury’s sell a jar which costs eleven quid!), mushrooms and baby food, amongst others.
How did this come about so quickly? I reckon that the only safe, statement-free grocery purchases we can now make are Marmite and Heinz Cream of Tomato Soup.