More and more products are coming out in fiercely protective packaging designed to prevent consumers from consuming them. These days you have to open almost every consumer item by gnawing on the packaging.

I'm fiercely protective of my privacy.

I'm just fiercely protective. It's like, that's my lair and nobody messes with my lair.

It's the double-take that we're after. With the new packaging we have created a dominant presence which encourages consumers to shop the entire Mrs. Smith's brand. We want consumers to shop for their favorite product and try other Mrs. Smith's varieties, as well.

This is true; virtually all edible substances, and many automotive products, are now marketed as being low-fat or fat-free. Americans are obsessed with fat content.

Consumers want something more inspiring these days.