What they don't tell you

Sign for Nestle ice cream in the shop window, Union Steam Ship Company, Bowen Island

This ice cream must be good. There are "No Artificial Colours!". It's "Real Ice Cream".

That is wonderful. All pure and natural. It must taste great. But wait a minute. The information is not complete. Perhaps we need to read between the lines.

Colour is certainly one important aspect of food, but we do have a few other senses.

• Sound? (Well not really part of my decision to buy ice cream.)
• Touch? (How about texture of the ice cream? Feel nice on the tongue.)  
• Sight? (It looks pretty tasty.)

It looks like we are missing the two most important factors. Smell and taste. But, surely if this is real ice cream there won't be anything artificial going on, after all there are no artificial colours!

And I'm sure if Nestle had eliminated artificial flavours from the ice cream then that would be proudly announced on the sign. But, since there is no such statement I can only assume that this ice cream is chock-a-block with artificial flavours.

Oh well, it was too good to be true.