What did all this mean for British consumers? In particular, how did it shape the manner in which consumers of the early 1990s exercised 'food choice' at the point and time of purchase? In addition, how did that differ from the experience of their counterparts in the UK a decade earlier or, in international perspective, the experience of, say, their US counterparts, at the same point in time, confronting the seemingly similar but subtly very different North American food-distribution system? Finally, why this focus on the early 1990s? Have there been facets of UK food distribution that have changed in the later 1990s to the extent that they have altered the nature of food choice?