Wartime spirit boosts sales of cheap and cheerful fare

Published on 12/05/2010 21:54

SHOPPERS have developed a taste for old-fashioned "wartime" food since the recession, figures show.

Sales of powdered milk, sandwich paste and corned beef have increased over the past two years, mySupermarket.co.uk said. Data from Tesco, Asda, Sainsbury's and Ocado shows sales of powdered custard is up 117 per cent, powdered milk has increased by 36 per cent, fish paste is up 18 per cent and corned beef is up 16 per cent. Sales of sandwich spread brand Shippam's have increased by 77 per cent since 2008.

MySupermarket spokesman Jonny Steel said consumers appeared to be relying on the items as "cheap and cheerful" alternatives to more expensive products.

He said: "It's interesting to see these old style products enjoying a resurgence over the last two years."