This market-share surge in a business known for glacial progress owes mainly to product innovations like colored ketchups (purple, pink, blue) and plastic squeeze bottles (see box, p. 128).
Mr Osborne's corporate tax policy is however vulnerable to a more fundamental criticism, that it doesn't face up to the fiscal reality of a global economy dominated by multinationals, which is that trying to force them to pay tax in a particular country is like endeavouring to squeeze a giant blancmange into a small box: the more you try, the bigger the leaks.