Years ago there used to be a thing called the "Mars Bar" index which was reckoned to be the most accurate index of "Futures" pricing ever. Mars used to increase and decrease the size of the Bar according to the price paid on the world markets for the various ingredients rather than reflect the price changes in their retail price. The "Mars Bar Index" was devised by some researchers at one of the Universities (Oxford comes to mind) who spent several years measuring and weighing the Bars and proved that it was an accurate reflection of the whole retail prices index. So rather than go through the rigmarole of comparing baskets of shopping they claimed that one simply needed to buy and weigh a Mars Bar each month.
I suspect the same principle is at work in Sainsbugs...... They also seem to me to be hoping that customers will not notice that they are maintaining profits, well probably increasing them, by selling a smaller quantity for much the same price as the previous.
No doubt if pressed they would claim to be supporting Government initiatives to reduce "Binge Drinking" as they have effectively increased the price which is exactly what the politicians have been saying they should do ~ despite the many cheap bars within the Palace of Westminster where of course, it being Crown Property, normal taxes and duties on alcohol and tobacco do not apply.
