Enter the second marketing stage. Nowadays the de rigeur design concept is one step more sophisticated - it has been applied to products that are at the bottom of the image chain, like vinegar in a flashy bottle with bits of herbs and leaves and a touch of food dye. Herein is the wonderful lie of Christmas (which is the fairy at the top of the advertisers' tree) - people won't baulk at being given a bottle of vinegar when it is packaged deliciously. Granted, it will look nicer on the shelf than a bottle of Heinz, and can be used to replace other design victims - like pretty dried flowers.
Festive Vinegar at pounds 9.95. Available in Cinnamon, Citrus and Spice from Habitat.