With so many products battling for your attention at every turn, supermarkets go to great lengths to capture shopper's attention while they walk the aisles.
The warring big four of Tesco, Asda, Sainsbury's and Morrisons have even employed psychologists in the battle to fill the most trolleys and grab the biggest share of the £160million spent on food in Britain every day.
So, if we're the human version of lab rats wandering around in a supermarket-sized experiment, what does this Tesco Buttermilk packaging say about our thought process?
Snapped by a shopper in Terenure, Dublin, the carton has more than a hint of male genitalia about it.
And whether that's quite the image customers want when scanning the shelves for milk is up for debate.
It's certainly caused a storm on the internet – for all the wrong reasons – with a variety of theories for the cock-up being offered online.
On reddit Ireland user, Speelingfail, said: "Tesco subliminally trying to get women pregnant so they can spend all their money on nappies, baby food, blankets and what not.
"They also want their loyal customers to reproduce, thus creating a new generation of shoppers.
"It's even above the whipped cream as if to say 'Hey, why don't you surprise him tonight?'"
However you dress it up, it looks like like a balls up to us.
The news comes just 24 hours after Asda was under the spotlight of internet jesters for the unfortunate placing of a diabetes test poster next to a chocolate mountain that would feed the sweetest of tooths for a lifetime.
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