I was reading about shortbreads and shortcakes (while eating some Walkers shortbread fingers) and came across this sentence in the Wiki article on Petit-Beurre. What does it mean to “impose the basic recipe”?
“When designing the Petit Beurre, Louis Lefèvre-Utile was quickly copied by his competitors. He then set up a rather virulent advertising company in which he renamed his biscuit the “Véritable Petit Beurre” or “True Petit Beurre”. After many years, he managed to impose the basic recipe, without chemical additives, reducing the number of competitors.”