Packaging is toast as you buy a model off the shelf

A toaster is a toaster. Exactly, if the toaster has a compelling personality in the first place, it shouldn’t need too much extra promotion.

Aren’t Breville brand manager Robert Levy’s comments about his own product (DW 24 July) a triumph of spin over substance?

Few toasters are bought by browsing a row of boxes – invariably the toaster is out on the shelf, or photographed in a catalogue. You can be sure that by the time they’re in the kitchen, the packaging is well on its way to the land fill.

Get the product right and it will do the talking.

Jim Dawton

Associate director

Seymour Powell

London SW6