Agreed, along with a "substantial inadequacy" vibe. To be fair, including the Union Jack on Hovis' packaging for their soft white thick [sliced] bread seems rather appropriate. Probably make a perfect gammon sandwich with it...

goes in line with my hypothesis that the unwritten thesis statement of the modern UK is "better things aren't possible"

I could understand this kind of packaging on stuff that's explicitly meant for export, for an obvious "hey! you! this stuff came from the UK!" advertising angle, but for domestic consumption? barf

Yup. You selling the product abroad, then knock yourself out slathering it with flags, but not for domestic sales, that's just pathetic.