Brands tap into royal wedding hype and ramp up Britishness

Once the reserve of the National Front, Britpop guitars and Spice Girl dresses, the Union Flag has been on show far more than ever recently, with almost every household brand jumping on the Britishness bandwagon and incorporating it into their packaging.

A wave of patriotic fervour surrounding the royal wedding has seen brands from Hovis to Wall’s sausage rolls, County Life butter and, strangely, French champagne house Pommery all launch special packaging to mark the occasion.