The boxes have your typical "serving suggestion" kind of picture one them, except ... hey, just a moment, they've got the same rice in them — yet they're in different bowsl!
Because the photos are at slightly different angles, they've had to stretch the duck-in-plum-sauce image slightly to make it look as if it's in the bowl, but clearly it's not because it's already in the other bowl.
Jeez, how hard would it have been for Sainsbury's simply to make up a new serving of rice for the new bowl?