TY - JOUR T1 - September Focus JF - British Journal of General Practice JO - Br J Gen Pract SP - 602 LP - 602 DO - 10.3399/bjgp08X341986 VL - 58 IS - 554 AU - David Jewell Y1 - 2008/09/01 UR - http://bjgp.org/content/58/554/602.abstract N2 - Imagine that your great-grandmother, say, had fallen asleep for 100 years. Waking up, and kitted out in modern clothes, she decides to accompany you on the weekly family shopping trip to the supermarket. How would she react to the cornucopia of goodies on display? We who do this every week are used to it, but stand back a moment. In the spirit of investigative journalism at my local supermarket I counted at least 21 different brands and flavours of extra virgin olive oil, 23 different sorts of pasta, and more than 30 different kinds and brands … ER -