IS NEW SHAPE A SMART(IE) MOVE?

The Guardian (and about every other British newspaper) is fuming with rage over Nestle’s decision to abandon the SMARTIES cylindrical tube in favour of the “hexatube” – a long hexagonal container with a flip-top lid

The change, which is said to have “taken a fresh and funky approach to the redesign" is “part of our ongoing programme of product innovation and the result of in-depth research carried out with our consumers", said Nestle-Rowntree’s marketing manager.

The IPKat, ever a cynical beastie, wonders whether the change of shape has anything to do with Nestle’s failure to stop Mars (here) registering its M&M cylindrical container as a CTM.

Smarties here and here