Richard Shotton: Consumers trust precise prices mean a fairer deal

In 1896, Henry J Heinz was travelling across New York by train when an ad caught his eye. It was for a shoe shop which proudly boasted that it had 21 styles of shoe. He was so taken with the idea that he began emblazoning his packaging with the claim that his company had 57 varieties. In fact, his company had far more, but he was untroubled by this fact – it was the precision that he loved.
But what if Heinz was starting his company today? Would he still plump for the iconic 57? Or would