Brands over time

GAIL's
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

15 of GAIL's's own blog posts, press releases and announcements, 2016 to 2022, measured sentence by sentence, 15 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other food and drink brands, and what it sounds like in its own words.

Pages measured
15
Years covered
2016–22
Archived before ChatGPT
15
Blog · press
0 · 15

15 pages only. The writing numbers on this page are context, not findings: there are no sector rankings or comparisons below 30 pages.

01 · Homepage

One capture a year

GAIL's's homepage from 2011 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026gails.com6 Aug 2026
GAIL's homepage, 6 Aug 2026

Screenshot of GAIL's’s homepage (gails.com) as archived by the Internet Archive on 6 Aug 2026. © GAIL's or its licensors. Shown for comparison and review; not endorsed by GAIL's.

Homepage

2026

“Your basket is empty”

Page title

GAIL's Bakery | Bread, Pastries & Cakes | London Delivery

Open on the Internet Archive
  1. 2018Terms & Conditions
  2. 2019We love Good food
  3. 2020CLICK & COLLECT
  4. 2021NEW SEASONAL MENU
  5. 2023GAIL’s Bakery \| Bread, Pastries & Cakes \| London Delivery
  6. 2026Your basket is empty

15 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
8
16
24
Food avg 12.7
5.5
12.6
9.8
15.7
18.5
ChatGPT · Nov 2022
2015no pages
20161 pp
2017no pages
20186 pp
20192 pp
2020no pages
20213 pp
20223 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20165.51
201812.66
20199.82
202115.73
202218.53

Years with pages: 2016 (1), 2018 (6), 2019 (2), 2021 (3), 2022 (3). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

GAIL's among food and drink brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. GAIL's has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.

Sentence length
GAIL's 13.6
8.420.8
Contractions
GAIL's 27.5
8.746.8
"You"
GAIL's 45%
10%63%
"We"
GAIL's 48%
29%87%
Questions
GAIL's 1.9
0.89.0
Long words
GAIL's 25%
16%29%
Em dashes
GAIL's 4.05
0.394.05
AI-associated words
GAIL's 0.58
0.181.61
Exclamations
GAIL's 0.68
0.389.76
Page length
GAIL's 615
3311,158

Pages measured: innocent 54 · Pret A Manger 5 · Greggs 63 · Nando's 184 · LEON 0 · wagamama 0 · itsu 129 · COOK 168 · GAIL's 15 · Deliciously Ella 133. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20189 Jan · PressArchived copy
“This season we are introducing three wholesome and delicious new dishes that we created in consultation with Sam Bloom.”
New Nourishing Menu
201826 Jan · PressArchived copy
“For our third annual partnership with the Kew Gardens’ Orchids Festival, we have created a limited edition cake in celebration of this year’s theme: Thailand.”
Baking for Kew Gardens' Orchids Festival
20199 May · PressArchived copy
“The recent World Health Organisation review calling on us to eat 30g of fibre a day is bringing it back en vogue, a trend we strongly support.”
A Daily Fibre Fix with GAIL's: 30g-a-day
20224 Mar · PressArchived copy
“We’re celebrating the change of season by welcoming back the Pain aux Raisin to the baker’s table, along with Soho Buns, Chelsea Buns, and everyone’s Easter favourite – Hot Cross Buns. Baked fresh throughout the day and glazed with spiced syrup, you don’t need to wait for Easter to enjoy these sweet, fruit-laden buns.”
Baking in full bloom

05 · Every page

All 28 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 15 count towards the measures; the rest were not measured (12 mostly short lines (lists, tables, link pages) rather than prose, 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20223 pages
20213 pages
20192 pages
20186 pages
20161 page
Not measured13 pages

06 · Method

How this was measured

The pages

GAIL's's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.