text: The evolutionary zoologist Thomas N. Sherratt suggests that different types of mimicry occur in brand and product marketing. He notes that distinctive forms like the Coca-Cola bottles shape are defended by businesses, whereas rival companies have often imitated such famous motifs to benefit from the investment and reputation of their well-known competitors, constituting Batesian mimicry. Sherratt observes that the packaging of British supermarket own brands of potato crisps are consistently colour-coded red for the ready-salted variety, green for salt and vinegar, and blue for cheese and onion, across the major chains Sainsburys, Tesco, Asda, and Waitrose. He argues that this sharing of pattern is very unlikely to have arisen by chance, in which case the resemblance is intentionally to inform customers reliably (honest signalling) of what each package contains, to mutual benefit in the manner of Müllerian mimicry.