theguardian - 3 days ago

Talk of ‘small boats’ may dominate politics and the media, but the cost of living crisis is what most adults spend their time worrying about Wage increases finally began to outpace price rises in June 2023, so we could technically class the previous month as the height of the cost of living crisis. Certainly, May that year was when the headlines about butter peaked. Lurpak and Anchor, both owned by the same dairy co-op, Arla, had reduced the size of their standard butter pack from 250g to 200g. The price was brought down accordingly, in due course, but for a while, certain supermarkets were still charging half-pound prices for a “what would we even call 200g?” pack.The problem was, butter units are universal. A half-pound of butter always weighs the same amount in your hand, regardless of the brand. Seeing the small version in a supermarket felt almost sci-fi, like a tiny off-key detail that alerts you to the fact you’ve been kidnapped by aliens into a simulacrum world. They would have gotten away with it, but for that tiny flaw. Forced by the outcry to release a statement, the brand said it was trying to make prices “more accessible” for consumers. One almost feels embarrassed for it, flailing around for cosy equality language that didn’t explain its butter-miniatures at all.Zoe William is a Guardian columnist Continue reading...

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