“Hey, I’ve got a new idea.  Let’s confuse our brand and our users!” exclaimed the brand manager at Nabisco.   “The Company already owns Nabisco Sociables, which since introduction have been a small snack or party cracker in shapes and savory flavors.  Let’s have another of our brands, Ritz, bring out a line of crackers named Simply Socials, but they won’t be shaped like Sociables and they will have different flavors, not all savory.  In fact, they won’t even be round like Ritz.  We’ll make them rectangular so they will be a new shape for us.”

“Well we cannot call them Simply Socials unless they have flavors that are savory like Sociables” countered the boss.

“Don’t worry.  We will have one flavor in the line which we are going to label as Savory Crisps.  It’s not really savory, nor does it contain any savory herbs.  It’s mostly just an anemic buttery taste.  And not toasted as much as the Ritz line that we are going to put it in.  In fact, it will look a little anemic which will be consistent with the taste.”

“That makes no sense,” said the boss.

“That makes no sense,” said the user.

BUT THEY DID IT ANYWAY, presumably to gain another facing.  Such is too often the state of packaged goods marketing nowadays.