THE

average shopper spends about six seconds deciding whether or not to put an item in their basket. No wonder food makers design packaging to be as appealing — and generous — as possible. This month, C4’s Supershoppers highlighted how a number of leading crisps brands filled their bags with more than 50 per cent air, or nitrogen to keep products fresh. This is legal, because food in the UK is nearly always sold by weight, not volume. And for some snacks, a cushion of air is needed to ensure they don’t get crushed in transport. However, shoppers are often surprised at just how much air they’re paying for. HARRY WALLOP investigates.