In the UK, the chocolate tin at Christmas is part of our shared cultural understanding. For a lot of us, there are two key players: Quality Street and Roses. As with all nostalgia-driven, dopamine-releasing products, the packaging is a huge part of our enjoyment of them. The tin, the foil, the little card with the different types, all of it.

Now enter someone at Cadbury UK Roses. I can imagine the meeting; I can even imagine how you could bend research to support it.