A closely guarded secret

If there is one thing in this world I cannot stand, it is “instant coffee” If I am offered coffee, no matter how thirsty I may be, if it is instant, I politely refuse.

It has been decades since we have had instant coffee in our household.

A lot of people buy it because they think it is easier, or they think it is cheaper. We use a beans to cup machine which is, I grant, expensive. However, we also own a Cafetiere jug. Apart from having to wash it out afterwards, which is pretty easy to say the least, a Cafetiere jug is just as easy to make real coffee as instant coffee.

A good coffee in Tesco for a Cafetiere is £2.79 per 250 grams or £11.16 a kilo. I may accept that, at these prices, “instant coffee” may seem a little cheaper. But there is another way.

Providing you don’t live too far away from an IKEA furniture store, you will find, near the checkout, a small Swedish shop area. There you can buy a very strong and excellent coffee for £4 a kilo. This is only £1 per 250 grams. The coffee is excellent and we have used it for years. And this tastes better, and costs less than instant coffee. They do one a little costlier for £5.40 a kilo but we cannot really tell any difference so never buy the more expensive offering. There is a red flash on the package to denote strength. The packet with a green flash is for medium coffee if you prefer it at a weaker strength.

They dare not advertise their coffee; they can’t cope with the sales they are already getting. But you, dear reader, are my friend. So I will tell you – but please don’t pass it on!

Whilst on the subject of Tesco may I mention their marketing strategy? When you look for food items, the most expensive is at eye level so if you a man, or perhaps a woman who doesn’t care about price, you grab what you want and move on. But the top level and the lower levels will have cheaper equivalents, and the lowest shelve will probably have Tescos own brand which is even cheaper. Why are Tesco own brand labels in striking blue and white? This is to make you ashamed when you are at the checkout so you won’t buy the cheapest labels. Read the book “The Undercover Economist” by Tim Harford, it will open your eyes to how we are fooled, these last ideas were taken from memory after reading his book.


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