Man says ‘magic’ has gone as he spots 3 changes to Quality Street since the 90s

Angry consumers have long claimed the UK has been hit by “shrinkflation”, where companies reduce a product’s size or weight — such as a chocolate bar — while keeping the price the same or even raising it. In 2024, consumer watchdog Which? urged supermarkets and brands to be more transparent about the practice, highlighting examples including Listerine mouthwash, PG Tips teabags, Kettle Chips and Yeo Valley spreadable butter.

We’ve all encountered it — or at least think we have — especially with chocolate. But one man says he has produced incontrovertible proof that Quality Street has changed since the 90s, albeit with a few important caveats. Collectables fan Tony Warner was given a classic 1996 Quality Street tin by his mum for his 40th birthday. He found that three new 550g tubs could fill one large 1.8kg tin from the 1990s, but insists that, in this case at least, shrinkflation is a “myth”.

Tony says that back in the 1990s, shoppers paid up to £14 for a 1.8kg metal tin of Quality Street — a sum that works out to roughly £41 in today’s money when adjusted using a consumer price index inflation calculator.

If you’re after a tin of a similar size today, you can still find a 1.93kg version online — priced at £25.99 on Amazon, £29.99 at The Sweet Store, £31.99 via B&Q’s website, and just £19.99 from Costco.

Tony, from Sheffield, South Yorkshire, 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.

“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.”

He posted about the differences in Quality Street online — and it didn’t take long for people to pile in with their verdicts on how the tins have changed. One wrote: “Wow, that’s shrinkflation at its worst.”

Another added said: “Inequality street, just stop buying them and save the disappointment.”

After doing his own online digging, Tony claims Quality Street tins in the 1990s were actually poorer value than today’s — a conclusion that cuts against the popular perception.

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.”

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