Sainsbury's Basics range has cornered the market in self-deprecation

Advertising usually tells us that we're worth it, that we were spoiling ourselves, that we're lovin' it. Occasionally, however, a brand comes along that knocks the whole thing on the head. Suddenly, instead of the lucky ones, we're all just basic bitches. A recent post for the Cambridge student site The Tab celebrated the "endearingly low self-esteem" of Sainsbury's Basics range. From trifle that's "less fruity" to pitta that's "a little bit smaller", bottled water that's "definitely not from t