Fred-faced over his flab?

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I noticed with some alarm that in the brand’s recent revamp, which included revised logos and pack designs, Homepride’s Fred (surely one of the brand’s primary visual equities) is almost completely hidden away, tucked right behind the meals he is offering. Has Fred come over all shy? Or maybe he’s worried that if he emerges, he will be put on a diet, Little Chef style?

Don Williams

Chief executive

PI global

London W11E-mail address for letters: mw.editorial@centaur.co.uk Please include your home or business address

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