Professor Angela Smith has recently given a paper at the 6th FoodKom seminar in Stockholm. She considered the semiotics of butter packaging in the British context, to explore how national identity is represented. Angela argued that since 2016 national identity has become a central theme in the packing of British butter, whether this is a supermarket own brand, or a leading dairy producer. The absence of cows in this packaging is part of a long-running semiotic practice that seems to relate to the industrialisation of the dairy industry in Britain, but the raising of national symbols seems triggered by the threat to the UK dairy industry that Brexit embodies. Through the exploration of the changes made to one specific brand, Anchor, Angela showed how both of these strands have lead to the redesigned packaging we find now.
