For a few weeks now, the Bregott packages on the grocery shelves are smaller than before – but at the same price. And this has made consumers see red. “That you are not ashamed”, reads a comment on the platform X.
– Bregott is a popular brand that many of us buy, so I understand that the packages and prices are engaging, Arla replies in an email to TV4 Nyheterna.
Not since 1969 has the Bregott package changed – until now. The 300 gram package has been replaced by 250 grams and 600 grams has become 500 grams. At the same time, a larger package of 750 grams has been added.
On social media, angry comments are pouring in from outraged consumers. “That you are not ashamed”, “It would have been nice if you reduced the price when you reduced the sizes”, read some of the comments on X.
Johan Svensson, the Västerpartiet’s former state secretary in Gothenburg, writes: “So damn lousy” and has posted a picture that clearly shows the difference in the size of two packages of extra-salted Bregott.
Screenshot from X
Screenshot from X
“The Ugly Snout of Greed”
Even on Facebook, people rage. “The ugly face of greed has shown itself in the guise of Arla and it is a pure fraud where Bregott is the focus”, writes a user in the Facebook group Bregott. “So, you feel a little stupid and also a little cheated by Arla,” writes another.
Arla’s answer: Understands that the packages involve
However, Arla itself believes that they have been clear about the change – something they talked about back in November.
– Bregott is a popular brand that many of us buy, so I understand that the packages and prices are engaging. But we really don’t want to sneak this out. We have talked about the new packages in the media on several occasions, we have advertising campaigns that start rolling this week and we also want the news to be displayed properly in the grocery stores, writes Arla’s press manager Max Wallenberg, in an email to TV4 Nyheterna.
According to Arla, the change is about them wanting to better adapt to customers’ needs.
Exactly how much the price differs each year in kronor varies from store to store, but the kilo price for the smaller packages is raised by roughly three percent, while it is lowered by about the same amount for the larger ones.
– Based on that, the unit price of the 500 gram packaging should decrease by around seven to eight kroner. As I have explained in other contexts, however, it is always the individual stores that set the prices, says Max Wallenberg.