This is shrink inflation
Shrinkflation is a phenomenon which means that the price tag remains the same, but that the content or packaging has shrunk.
The word comes from the English shrinkflation.
A classic example is the coffee packaging, where the standard packaging has gone from containing half a kilo to 450 grams.
Other goods that have shrunk are juice, ice cream and crisps.
The word shrinkflation appeared so often in the debate that it ended up on this year’s 2020 buzzword list.
Source: Statistics Sweden
The expert answers: What exactly is shrink inflation?
Arla launched Bregott in 1969, and the butter packets have looked the same ever since.
But now the dairy giant has decided that it was time for a change, and from week 7 of this year, the new butter packages began to appear in stores.
Bregott’s historic change – this is how customers are affected
So will the new Bregott
Bregott previously consisted of two packages, of 300 and 600 grams. Now the butter instead comes in three sizes: 250, 500 and 750 grams.
Bregott’s new packaging. Photo: Arla
The big change to the Bregott packages – after 55 years
Less butter – higher price
But in connection with the new packages coming out in stores, the kilo price at Bregott went up for the two smaller packages.
Arla’s recommended kilo price for the butter packages weighing 250 and 500 grams has been increased by 3 percent. At the same time, the recommended kilo price of the large package has been reduced by 3 percent.
According to Arla, the background to the new packaging is to meet customers’ needs.
– Our two smaller packages are designed for the slightly smaller households that don’t need as much Bregott. They can now buy the packages at a lower unit price, with a marginally higher price per kilo, says Max Wallenberg News24.
Isn’t this shrinking inflation?
– That the kilo price is a little higher for smaller packages is common and is due to the fact that it becomes more expensive to produce per unit. In the same way, the price per kilo can be lower for larger packages, says Max Wallenberg.
Max Wallenberg, press manager Arla Sweden
Here they want to replace Bregott with Lätta at the school lunch
That determines the price of Bregott in the store
What the price of the Bregott package will be in the store is ultimately decided by the respective merchant.
– All prices are negotiated with our customers in the grocery store and in the end it is the individual stores that decide what price they choose to charge for our products. We recommend a price to the traders, then it is up to everyone to set their own price. The price can vary quite a lot between different stores, even if they belong to the same chain, says Max Wallenberg.
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