For the record, Tajin brand Clasico seasoning is not a candy.
I found this little jar of dried chilies, dehydrated lime, and salt to be very inspiring. When I first spied the declaration, "This is not a candy" on the lid, I laughed for a long time.
Then, however, I decided that this could actually be a genius branding strategy for a company selling food products. Just imagine brands like:
Mayonnaise...This is NOT Vanilla Ice Cream
Apple Juice...This is NOT Beer
Oranges...These are NOT Tiny Grapefruit
Oatmeal...This is NOT Grits
Greek Yogurt...This is NOT Vegetable Shortening
Loose Tea Leaves...This is NOT an Illegal Substance
Horseradish Sauce...This is NOT French Onion Dip
Steak...This is NOT Lobster
Come on guys, you know what I mean? If you saw labels like that in the store, you'd be snapping pictures, buying the products, blogging about them. Even if they cost 10 cents more than store brand, you'd decide that the laugh was worth the dime, and pay the money, just so that you could say you'd tried Canned Tuna...This is NOT Canned Chicken.
I think it would be awesome. Grocery store shoppers everywhere would smile a little more often. I have neither the time nor energy to develop such a company, but if someone ever does, just know, you heard it here first.
P.S. I have to wonder who was the first person to mistaken ground chilies for candy...I would have liked to be present for that...
Join me, will you? What item would you add to my This is NOT brand?