Calling it “Légère” is brilliant marketing. The history of the “lite” food adjective is neat if you’re a business geek. First they used it to sell to women (“lite” is slimming), then lower-class men (you can drink more if it’s “lite”), then the health conscious (“lite” is healthier), now they’re pushing it up into poshness with French.

The “fun” (read: “evil”) thing is that “lite” is one of marketing’s grand undefined terms. It sounds neat and you can’t be sued for false advertising as long as you don’t give a frame of reference. “Oh, we meant lighter in color — sorry if you misunderstood.”

“The life Légère” — brilliant, getting the linguistic link to “leisure”.

Oh, wait. I think I’m just thirsty.