Hello and welcome to Business Daily with me, Manuel Sara gosha.

In this edition, a bit of supermarket archaeology at the Museum of Brands and Packaging in West London.

It's home to some 12,000 empty soap boxes, sweet wrappers, bottles of detergent, jam jars, tin cans and

much, much more. Stuff most of us would just throw away. But not the museum's owner and private

collector, Robert Opie. Arrow, Smarties, Milky Bar, Mars bars, Crunchy, Tobaron, and of course Kit Kat, which was previously called

Chocolate Crisp.

That's Robert Hopi.

He's been collecting discarded items and packaging since he was a schoolboy, well over 50 years

now.

And in the process, he's created a collection that charts the retail

revolution of the past century, one that showcases how the whole idea of branding and packaging

evolved. Sugar puffs, frosties, frosted flakes, as they originally called, with Tony the Tiger.

You may scoff that that empty cereal package should be in the bin,

but when it's 60 or 70 years old, it's marking a moment in history.

It's telling us something about how we once lived.

I'm much more excited by a brand or product that is made in its millions

than something which is made only in its few thousands,

because do you produce something in its hundreds of millions?

Nobody cares, because it doesn't have a significance until much later,

until you see it in the context of history.

And suddenly, you look at it in a totally different way and that's what

this museum is all right. Robert Opie says brands and packaging are like the wallpaper of our

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