Blue and white

At the hight of the Sweden People's Democratic Republic's era in the 70's the Consumer Co-op chain of stores launched a brand called Blue/white. It was an answer to the more colourful and expensive ranges of goods. The Blue/white range included a lot of basic foods but was a bit cheaper as the Co-op chain did not do any advertising or used expensive packaging for it, and thus could get away with a lesser price. The packaging just said "vanilla ice cream" or "oats" or such. Only a genius in a socialistic country could have come up with this idea. It was too good (and boring) to last. Just now the co-op stores are selling a retro range of selected foods and kitchenwares. I got this mug and bowl for my breakfast cereal today as a reminder of my childhood.