And in the naughty corner today, Blessed and Lucky.... what a triumph of marketing over substance! Kraft foods have clearly sat down and wondered how they can tap into the rapidly growing market for better quality products made by smaller, boutique manufacturers. They came up with a wholesome sounding name, shamelessly playing on the Australian love of the word 'lucky', and designed the packaging to imply that there is a quality, natural product inside. What they have NOT done (because they are not legally required to) is state anywhere at all on the label that it is in fact produced by Kraft foods, no doubt on the same enormous production lines that all their other very standard quality products are emitted from. Their head office address in Melbourne is there (as legally required) but who would recognise that?! Then we move onto the 'free range' eggs they apparently use in all these 'premium' products. As we know, there is now a real problem with customer confidence as far as egg labelling goes thanks to the change in the definition of 'free range' proposed by the Australian Egg Corporation (which is owned by the major egg producers it represents.) It seems inconceivable that, in Australia, there is currently no legal definition of 'free range' but only guidelines. However we can assure the Egg Corp that we, the consumers, imagine healthy chickens running freely during the daylight hours on open ground, probably somewhere near the previously advised limit of 1500 hens per hectare. However, the Egg Corp is proposing an increase in that limit to 20,000! There will be much more on this issue on AFGW. So back to the misleading branding by Kraft foods. We have two issues with this; firstly that they are, in our opinion, trying to sell us an ordinary product under a 'premium' banner - something confirmed by a taste test... this product really is very ordinary and lord only knows how it managed to win those awards. Secondly, they are competing with the smaller producers who genuinely strive to offer premium quality products made with integrity and love. We feel this is misleading, to say the least, and very unfair and anti-competitive particularly as they have a deal with Coles supermarket who stock this prominently on the eye level shelves. How many smaller producers can compete with that? So we at AFGW say 'no' to Kraft Foods and Coles; no, we don't approve and no, we are not fooled.