Best Ever!

From the writing team commentary for TWH episode 8:

Derek: Apparently these crisps have the Best Ever flavour.
Cat: Yeah? (crunch) Hm.
Craig: This packet doesn't.
Derek: Oh yeah, and they're newer.
Joe: Maybe they aren't the Best Ever anymore?
Derek: Nah, obviously they're still the Best Ever, they just don't need to brag any more.
Joe: You wouldn't brag if you had the Best Ever flavour? Isn't that a basic rule of advertising?
Craig: Maybe it's because we couldn't handle the Best Ever, and they had to downgrade them for our safety?
(Cat compares the two and shrugs.)
Cat: They're okay.
Craig: Had better.