Like a stoned student trying to choose a packet of crisps, I stared at the display for what felt like ages, because the massive tub was only a bit more expensive than the smallest and I couldn’t work out why. Consider now that the ice cream in question would consist mostly of sugar and fat. The costs of getting it from factory to customer would see transport, staff, promotion and premises rent far outweigh the cost of actually making the stuff. In fact, I realised, it cost so little to produce that once the other costs had been factored into the price of the smallest portion, any money spent
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