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Featured Image Credit: Bloomberg/Getty Images
Topics: UK Food
Rachael Davis
In these tough economic times where the cost of everything seems to ratchet up a little higher with every passing day, there’s an underhanded tactic that some manufacturers use to get more out of you for less.
It’s called ‘shrinkflation’, which is the practice of reducing the volume of a product whilst maintaining the same price, or even increasing it.
A classic example of this is found in tins and tubs of assorted sweets – the likes of Roses, Celebrations, and Quality Street – that appear to have become smaller as the years have rolled by.
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These Christmas-oriented products are available year-round, but it’s fair to say that most of us are only treated to them in the Yuletide season.
You’ve likely heard someone mention how ‘back in my day’ the tubs were bigger and supposedly packed with more goodies, and the stats don’t lie.
In December last year, a video went viral of a British woman showing how many modern Quality Street tubs will fit in a ‘retro’ tub from the 80s.
"Retro tin cost £7 in the 80s and one tin would last until Christmas was over," she said.
It turns out the once-2.5kg 80s tub could fit four of the newer tubs inside it.
"Shrinkflation... paying more for less year after year... these companies don't care they are laughing at us," said one comment.
Another said: "No surprise there."
"The tins were eco friendly too... they were used for decades after," another noted.
This downsized approach to tubs hasn’t been reflected in the price, either, but not in the way you’d think.
According to some number-crunching done by our friends at LADbible, a 2.5kg tin of Quality Street would set you back by £4.99 in the 1970s and 80s.
Adjusted for inflation, that’s £24 in today’s money.
While many supermarkets have sold out of similar Quality Street tins online, a 550g tin is currently being sold on Amazon for £8.99 - you'd need four of those to get 2.5kg, which works out at over £35.
“Tell the lady in the video she was being ripped off 40 years ago, and that she should build a time machine out of the wrappers and ask for her money back," joked one comment.
It just goes to show that looks can be deceiving, and perhaps we should engage in some simple maths before jumping down Quality Street’s throat.
Nevertheless, it’s good to share these reminders that consumers are watching manufacturers like hawks when it comes to pricing.