The 5pm Sainsbury’s bag. To buy, or not to buy. Now that was my question. Swiftly deciding against it, and feeling pretty smug about my environmental kudos, I placed my skimmed milk and Sainsbury’s own washing powder under my arm, leaving the shop with a swing in my step, and 5p in my pocket.

After strolling down Oxford Street for just a few minutes, it dawned on me - people were staring. And not at me, but what brands I was carrying. Then suddenly it hit me -  there was no hiding the fact that Ariel was out of my budget, or that I was still drinking cow’s milk that hadn’t been squeezed from a nut. With nowhere to conceal my societal blunder, it got me thinking: how will this bag-free generation change our behaviour?

Perhaps we’ll start to use our fridge staples to make a statement, as we do our handbags, instagram feeds or holiday snaps? Picture this: a Deliciously-Ella type, clutching their seeded Ryvita, 0% fat yoghurt and coconut water for all to see as they mooch on home. Or a man with his hands full of cleaning products, who walks slowly down the road to catch a little female compassion enroute.

The grocery landscape is changing, and branding is out the bag, so however we may use our flashy foods to label our lifestyles, if you’re anything like me, maybe the 5p was worth it after all…