A collector who received a classic 1996 Quality Street tin for his 40th birthday has identified three major changes to the chocolate tin since the 1990s, and argues that, contrary to popular belief, the product offers better value today.
Tony Warner, from Sheffield, South Yorkshire, was given the vintage tin by his mother. He found that three new 550g tubs could fill a single large 1.8kg tin from the 1990s, yet he maintains that shrinkflation is a "myth" in this instance.
Price comparison across decades
Tony claims that in the 1990s, customers paid as much as £14 for a 1.8kg metal tin of Quality Street, which equates to approximately £41 in today's money using a consumer price index inflation calculator. For a comparable size today, a 1.93kg version is available online, priced at £25.99 on Amazon, £29.99 at The Sweet Store, £31.99 via B&Q's website, and £19.99 from Costco.
Tony said: "Gram for gram [with inflation], they were actually more expensive in the 1990s. It does take a lot of people by surprise, it does shock people because that never happens. Everything else is going down, but the price is going up. This is one of those very strange anomalies where it is more for your money. [The shrinkflation brigade] are wrong. It's as good as proven; money-wise, it is better now. I do think the taste has definitely changed and it smells different inside."
Nostalgia and community response
Tony, who started posting nostalgic content last November, said: "I've always had one foot in the past, I lament for my childhood and happy memories. Last November, I started posting all this nostalgic content and I've had an amazing community build-up. I'm just trying to get in touch with people's raw, core memories of the 90s. [I look for items on] eBay, Vinted and car boots to find some lucky finds. The Quality Street tin was actually a present for my 40th from my mum."
He added: "As soon as I held it, I was instantly transported to my nan's living room where I spent every Christmas. With these tins, I feel like there's a lot of magic missing because you used to be able to get your arm in wrist-deep. One of the old tins could last the whole Christmas period. Now, it's not unrealistic for them to disappear in a night. The wrappers used to be foil, shiny and glistening - now they're dull wrappers. Visually it is a downgrade, it's lost that sparkle. Things are getting smaller and the quality is lessening."
After Tony shared his observations on social media, others responded. One wrote: "Wow, that's shrinkflation at its worst." Another added: "Inequality street, just stop buying them and save the disappointment."
Disgruntled shoppers have long argued that the UK has fallen victim to "shrinkflation", where manufacturers reduce a product's size or weight while maintaining the same price or even increasing it. In 2024, consumer watchdog Which? called on supermarkets and brands to be more transparent about the practice, citing examples including Listerine mouthwash, PG Tips teabags, Kettle Chips and Yeo Valley spreadable butter.
