There are complaints that Tesco now offers a smaller bottle of Coke with its meal deal as a result of the sugar tax. This is not an aberration, is not a mistake nor a rip off by either Coke or Tesco. Instead, this is what has been planned by Public Health England, this is the point and purpose of their plans. They think – on whatever evidence – that we should be drinking less of these drinks with sugar in them. Therefore they advocated a tax on sugar in drinks. This raises the price of them, meaning that we’ll drink less of those pops with sugar in them.
This isn’t a mistake, it’s the aim:
Tesco shoppers have hit out at the supermarket for a big change to its hugely popular meal deal.
A bottle of Coca Cola in the £3 deal used to be 500ml but has now been downsized to smaller 375ml.
Despite customers getting less of the drink than they used to, the price of the meal deal hasn’t decreased.
This has lead to a string of complaints from disgruntled customers, who have called it ‘shrinkflation’ and urged the store to lower their prices.
People buy less of things which are more expensive. That’s the point of the tax. We also find that we humans aren’t perfect in our appreciation of prices. That’s why we get £2.99 instead of £3.01 often enough, we price anchor. OK.
So, now mix and match those two together. Tax on sugary pop has risen, it’s more expensive. Either the meal deal can go to another price point (say, £3.25) or the bottle of pop can shrink.
The actual plan here is that the second should happen. PHE have decided, in their wisdom, that we should have less sugar pop. Osborne, in his delusions, agreed with them. Therefore the bottle of pop has gotten smaller.
No, not a mistake but a victory from the point of view of the prodnoses. Aren’t we lucky to have such prodnoses?