JKR

I thought it would be interesting to know which packs found in a supermarket appealed to the style cognoscenti. So I asked Tyler Brûlé (founder of Wallpaper and Monocle magazines and generally regarded as one of the most style savvy men on the planet) what he liked. Eshewing the Tesco Metro he told me “I like Kewpie mayonnaise from Japan”. Kewpie is the major mayonnaise in Japan, first launched in 1925. It’s a household staple, with an interesting combination of glass bottle and plastic wrap and of course a Kewpie doll. The point of sale is pretty arresting as well (see top right).

Delighted to get an answer and drunk on success, I then emailed a long list of acknowledged style and cultural leaders, my idea being that their choices would, as a whole, create a kind of the ultimate stylish shopping basket available at an affordable price. Sadly they all seemed to be summering away from the coal face of driving taste and were understandably not that fussed about replying. With one exception – Cath Kidston came back with Strawberry Angel Delight  – “It’s 20p a pack, whips up a treat and the packet can’t fail to bring a smile to your face!”.

So there you have it  -  my in depth investigation offers you a choice of two packs which both have a certain charm. Which would you pick? Or do you have a better suggestion? If so, send us a jpeg of the pack via our facebook page, and we will publish our own “everyday packs which gladden my heart” round up here in a week or two…

My thanks to Tyler Brûlé and Cath Kidston for taking the time to answer a random email.