I don’t DO Sainsbury’s very much.

I have nothing in particular against them, just prefer NOT to avail myself of theirs, or Tesco’s, or Asda’s self-proclaimed bargains, price drops, ‘lower’s, or whatever else they snowball you with, the second you’re in through the door.

I’ve noticed (on one of my non-visits, you understand) that everything in Sainsbury’s these days is labelled-up like it’s some sort of highly-designed, desirable, specialist, rare, beautiful . . . thing.

A kettle, some Spread for you toast, a toothbrush – it doesn’t matter how plain, obvious or ordinary – it’s all “by Sainsbury’s” – where this kind of labelling, only 2 years ago, used to be the unique reserve of exotic merchandise.