So, we all know modern society makes it almost impossible for the male of the species to maintain the traditional hunter-gatherer role, but my husband – bless him – still tries.
As designated shopper, each week he faces the fiendish psychology of supermarket product placement, the dizzying selection of brands and terrifying understorey of toddlers – all the while wrestling with lists, price comparisons and trolley – to emerge triumphant with goods.
Sweet chap that he is, this almost always includes a “surprise” for me: perhaps dark chocolate with sea salt, a wedge of really good cheese or a king prawn or 10.
I’ve come to relish unpacking the groceries, but this week I hit the “surprise” and recoiled much as if the offering was a chewed mouse on the doormat, or maybe even … on my pillowcase.
Not since I was in my early 20s and living in a shared house above a butcher’s shop, where peak nutrition was Keen’s curried surplus sausages with tinned pineapple, have Arnott’s Shapes crossed my threshold. Some foods are culinary cocaine!
Could anyone stop at one Barbecue Shape? Sure, you can fold the special stay-crisp packet away in a hermetically sealed and locked box and toss the key over the Iguazu Falls, but then what happens?
Next thing you are in a darkened room with an empty box and busted chains dangling from your wrists, cackling to yourself. And what do they expect? It is, according to the advertising slogan, “flavour you can see”.
My husband was alarmed that this small box had unwittingly wrought such angst.
But, look, he said – reading from the packet – “It’s light & crispy. It’s the flavour hit you can feel good about. A flavour hit with lighter crunch.”
Yes, it’s true there’s a modest calorific reduction on the traditional Shapes versus the “light & crispy” version but, by and large, the biggest Shapes-shifting has occurred by reducing contents from 250 grams in the mid-’90s to 200g in 2011 and now to 120g.
Arnott’s is not alone in this process of downsizing quantities and trumpeting them as improvements.
For example, Peckish rice crackers have recently become thinner, therefore lighter and crispier, while the Fantastic brand now offers the “Thinner Bite” that’s “30 per cent thinner”.
It doesn’t mean these attributes will extend in any physical way to the consumer, just that you might not be able to see the biscuits if you stand them sideways.
Arnott’s Shapes were first produced in Victoria in the 1950s and today 53 million packets of Shapes are reportedly consumed in Australia each year, with the Arnott’s biscuit brand found in 95 per cent of households.
According to Wikipedia, Shapes “were originally made in the shape of potato chips, but were too difficult to cut and bakers realised were a waste of dough”.
Not a lot has changed really, except of course Arnott’s is no longer Australian and it’s only the biscuits that are losing weight.