The canned food industry is worth £2.2 billion to UK retailers, with over 1.24 million kilograms of canned goods purchased by UK consumers each year. However, despite its benefits, canned food has faced some misconceptions. That’s why we’re here – to highlight the quality, taste, affordability, and sustainability of canned food while busting common myths. A set of illustrations were created with real taste appeal to highlight the goodness and quality of canned food.