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The news that Golden Wonder had been placed into administration last week was mistakenly attributed by the media to the success of Walkers.
Their argument is a simple one: because Walkers is financed by the deep pockets of PepsiCo, because it has run a consistently successful ad campaign featuring Gary Lineker, and because it enjoys a market share of more than 50% of the UK crisp category, Golden Wonder simply could not survive such stiff competition.
Placing the blame for the demise of Golden Wonder on the success of a competitor, however, smacks of ignorance and over-simplicity. When Sunderland is relegated from the Premiership this season, its manager, Mick McCarthy, will not blame Chelsea. So what were …