Collier’s – not so down to earth

cheese packetI was idly reading the backs of food packets the other day (as you do) when I was struck by the copywriting on a packet of Collier’s cheese. It’s nice cheese, and it comes in a nice black packet with a nice picture of a miner on the front.
But the writing doesn’t really match that down-to-earth image. ‘Keep Collier’s wrapped when not in use,’ it warns, ‘and do use Collier’s on different eating occasions’.
What on earth do they mean?
Does it mean that we need to eat cheese at breakfast, dinner and tea? That we need to use it in a range of different recipes? Or does it just mean: ‘don’t eat it all at once?’

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