In Back to Basics I explore the techniques used to make consumer think that they are getting value for money. What we are getting is container that are just the same size as usual, although their inner content has been shrinking for years. Not sure I can prove it? Pick up you breakfast cereal box. Which box of cereals is cheaper? The big one or the small one? They are both priced £ 1.65 per box, and they are both 26 pence per 100 grams. You would think that the big one must be cheaper. More product, same price. Right? Wrong. Have a think....and now look below. Here is typical box of corn flakes. Now, let's see what's inside it. Oops, it's not quite full. Now we take the contents off, and there is a bag, 2/3 full of corn flakes. Next, we empty that bag into the carton box and we draw a line to mark just how much of the box is filled by the flakes. Then we cut off the extra carton and we remodel the box to fit the amount of food inside it, ...
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