It's all well and good having a lauded and awarded concept.
The tricky part comes when the consumer gets to judge.
Will they like it?
Will they buy it?
The answer to both, it seems, is yes.
Thing is, with RE:tie, even though the public like it enough to feel comfortable paying around 2p extra for packaging it tops off, the actual cost to get into production is so small as to be infinitesimal, and no one is actually suggesting any extra costs.
But it is worth pondering the last time folk expressed any interest in forking out more for the packaging.
So it seems a marketing idea that all are more than happy to 'buy' into whichever way you look at it.