Paul Rankin's Carefully Selected Diglycerides

We often talk about the need for brands to be transparent and have integrity. Today we purchased some of Paul Rankin's Irish Potato Farls which looked like good quality trustworthy product. As the packet told us, they were warm, wholesome and natural. The packet states that "Paul Rankin (TV celebrity chef) has selected only the finest ingredients to create these Irish potato farls".



Interestingly though, the ingredients list reads as follows: Partially reconstituted dried potato, wheat flour, vegetable oil, salt, preservatives (calcium proportionate, potassium sorbate), Emulsifier (Mono-and-Diglycerides of fatty acids), Stabiliser (Diphosphates), Colour (Beta Carotene).

Either they are lying that Paul Rankin selected these ingredients himself, or Paul Rankin has a very strange choice of makes the finest ingredients.

As we keep saying brands need to stop patronising their customers and start living upto the claims they make. In the long term, its the brands that show genuine integrity that will earn the greatest following and therefore success.

This blog is supported by the ethical brand experts, Scamper Brand Strategy.