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14 March 2017, 11:11 | Updated: 14 March 2017, 11:13
Waitrose has attracted ridicule on social media for selling empty jam jars for £2 - 29p more than the cost of a full one.
Waitrose shopper John Kilbride, from Glasgow, noticed that a store was simultaneously selling the luxury Bonne Maman conserve for £1.71 and an empty jar for £2 and put pictures of them on Twitter in a post that has been liked more than 5,000 times.
He wrote: "At Waitrose you can buy an empty jam jar for £2 or an identical one full of jam for £1.71. You decide...''
Some consumers defended the grocer, pointing out that the Bonne Maman was on temporary offer and the empty jar was bigger, despite their near-identical appearance complete with red gingham-patterned lids.
Others, however, suggested that the supermarket was clearly targeting "middle-class jam makers'' and joking that it was clearly the "`preserve of the wealthy''.
Some shoppers commented that the product should be re-labelled as `"Waitrose Bottled Fresh Air''.
A Waitrose spokeswoman said: "Our Bonne Maman conserves are on a temporary promotion and are great value for money.''
The WI advises that sterilising jars for home-made jam simply requires washing them in very hot, soapy water, rinsing well and placing them on a baking tray in the oven to dry completely.
Last year analysts Kantar Worldpanel reported a resurgence in packed lunches, with 25 to 35-year-olds the most likely to swap bread-based meals for lighter, healthier options.
It said 2015 saw seven million more packed lunches consumed in the UK than in the previous year, with many preferring to transport their meals in jars.