Quality Street "shrinkflation" has been debunked as a "myth" after a 1990s memorabilia enthusiast claims to show how shoppers actually receive more value for money today. Tony Warner, a social media presenter from Sheffield, South Yorkshire, compared a vintage 1996 tin with modern versions and found that contemporary sweets are cheaper per gram.
Comparing tins from 1996 and 2026
Tony started obtaining collectibles from the 1990s as a hobby during the Covid pandemic. For his 40th birthday, he was given an original 1996 tin of Quality Street by his mum, prompting him to contrast the classic tins with their modern counterparts.
He found that the contents of three contemporary 550g tubs could fill one large 1.8kg tin from the 1990s. However, when comparing a vintage large tin with a 1.9kg Quality Street available in stores today, Tony insists the sweets represent better value now.
Price differences and inflation
According to Tony, a metal 1.8kg tin of Quality Street would set shoppers back as much as £14 in the 1990s, equivalent to £41 in today's money based on a consumer price index inflation calculator. Meanwhile, customers can purchase a 1.93kg tin from Amazon for £25.99, from online confectionery retailer The Sweet Store for £29.99, and from B&Q online for £31.99.
Bargain-seekers can even secure the giant tin from Costco for just £19.99, meaning buyers receive more chocolates for their cash. Despite this price drop "anomaly", Tony maintains the treats' packaging is "less sparkly" and both the aroma and taste have altered since the 1990s.
Nostalgia and public reaction
Tony 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."
He added: "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. 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."
After sharing the change in Quality Street sweets online, posters were quick to give their opinion on the difference in tins. One wrote: "Wow, that's shrinkflation at its worst." Another added: "Inequality street, just stop buying them and save the disappointment."
Yet after carrying out his own research online, Tony claims Quality Street in the 1990s was actually "worse" value than today's tins, flying in the face of popular belief. 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."
He concluded: "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."
