It's bonkers that they are basically the same cake (just half the size) the only change being the pink love hearts and slightly different faces, and a heightened price tag. But not even bothered making them two different flavours or anything like that!Those valentine's Colin's are £1 less than the normal one but half the size. Even at 2 for £10 they're bad value.
M&S charge so much extra for the special Colin's. I think they want to raise the normal one (as they have been raising all of their prices) but feel they can't with all the attention it got for being sold for £7 Vs Aldi's £5 Cuthbert.
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But their research must have told them that people will pay more for a smaller valentines "special edition" otherwise they wouldn't do it.