Best Before End

Just a quick thought that occurred to me as I ate pudding earlier... Best Before End is brilliant wording.

It communicates the fact that the food in question will go mouldy and disgusting if left too long, but in a positive way. It will lose its taste. It will become horrible. It may go green. But what you're thinking about is that it will be Best, and for another 18 months at that. Will Go Mouldy After just doesn't quite have the same ring to it.

In conclusion, when it comes to packaging, a lot of thought has gone into even the smallest of details.