From salt and vinegar, to prawn cocktail, to BBQ, Britons have been munching on Walkers crisps for 70 years. To celebrate, Walkers' ad campaign remembers the weird and wonderful tastes and history of Britons over the decades – tapping into a sense of nostalgia and national pride.

As own brand products have evolved from simply ‘cheap’ options into desirable and competitive goods, those who couldn’t afford to buy anything else have been joined by people from all backgrounds. How is this embrace of private labels changing Britons’ sense of loyalty to traditional brands?

Replacing slogans such as ‘hard-working families’ and the ‘squeezed middle’, politicians in the UK have been talking about the ‘just about managing’ or JAMs since 2016. There are around six million JAM families in the UK, but who exactly is this vast and growing social group?

British produce is en vogue. Government strategies have been launched to push domestically grown food, while a growing number of supermarkets are making public commitments to British meat, milk and eggs. But what does the British brand add? And what does the label mean to consumers?