Waitrose shopper John Kilbride, from Glasgow, recognized that a store was simultaneously selling the luxury Bonne Maman preserve for £1.71 and an empty jar for £2 and put pictures of them on Twitter in a post that has been liked multitudinous than 5,000 times.
He wrote: “At Waitrose you can buy an empty jam jar for £2 or an selfsame one full of jam for £1.71. You decide…”
Some consumers defended the grocer, thrusting out that the Bonne Maman was on temporary offer and the empty jar was bigger, notwithstanding their near-identical appearance complete with red gingham-patterned lids.
Others, however, proposed that the supermarket was clearly targeting “middle-class jam makers” and joking that it was undoubtedly the “preserve of the wealthy”.
Some shoppers commented that the product should be re-labelled as “Waitrose Bottled Untested Air”.
A Waitrose spokesman said: “Our Bonne Maman conserves are on a temporary abetting and are great value for money.”
The WI advises that sterilising jars for home-made jam just requires washing them in very hot, soapy water, rinsing grandly and placing them on a baking tray in the oven to dry completely.
Last year analysts Kantar Worldpanel broadcast a resurgence in packed lunches, with 25 to 35-year-olds the most tenable to swap bread-based meals for lighter, healthier options.
It said 2015 saw seven million multitudinous packed lunches consumed in the UK than in the previous year, with various preferring to transport their meals in jars.