The Genius Behind Sainsbury’s Meal Deal (And Why We Fall for It)

There’s nothing quite like crouching down in a supermarket aisle to take a photo of yourself holding a meal deal all in the name of having something to discuss in the classroom.

It might sound a bit daft. But stick with me.

When I buy a meal deal, I don’t choose what I actually fancy eating. I choose what gives me the most value.

I mainly drink water. Yet if there’s a drink in the fridge that costs £2.50 on its own, that’s the one going into my meal deal. Add a £3.40 wrap and a £1.10 bag of crisps, and suddenly I feel like I’ve somehow “beaten the system.”

Of course… that’s exactly what they want me to think.

Why Meal Deals Are Marketing Genius

From a business point of view, meal deals are incredibly clever.

Supermarkets bundle products together at a fixed price, say £3.50 or £4 and position it as a bargain. When you look at the individual prices, the savings seem obvious. You feel smart. Strategic. Financially savvy.

But here’s what’s really happening:

• Perceived value increases because you compare it to individual item prices.

• Customer footfall increases because the deal draws you into the store.

• Impulse purchases rise because once you’re in, you’re more likely to “just grab” a few extra bits.

• Loyalty builds because you start associating that shop with value.

It’s pricing strategy, competition, and consumer psychology all wrapped up in a neat little sandwich-and-crisps combo.

The “win” you feel? That’s carefully engineered.

The Psychology Behind My £2.50 Drink

Here’s the fascinating part.

I don’t even want the £2.50 drink.

But the higher its standalone price, the more value I feel I’m extracting from the deal. I’m not buying based on preference, I’m buying based on perceived savings.

This is classic consumer behaviour:

• We hate the feeling of “wasting” value.

• We maximise perceived gain rather than actual need.

• We anchor our decisions to the highest visible price.

Even when it leads us to choose something we wouldn’t normally buy.

That’s powerful.

Why This Is a Brilliant Classroom Example

They’re relatable. Every student understands them. And they open up discussions about:

• Pricing strategies

• Bundling and product positioning

• Competitive markets

• Consumer decision-making

• Perceived vs actual value

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The best part? Students have opinions about meal deals. Strong ones.

And when students are debating whether you should choose what you want or what gives the most value, they’re engaging with economic theory without even realising it.

(Plus, any lesson that involves arguing about crisps is usually a win.)

Questions to consider

• Is a meal deal genuinely better value, or does it just create the perception of value? Explain your reasoning using pricing strategy theory.

• How does bundling products together influence consumer decision-making compared to selling items individually?

• If supermarkets removed meal deals and priced everything separately at lower individual prices, how might customer behaviour change?