The festive season brings with it familiar traditions. Among the most cherished is the annual appearance of Quality Street tubs on supermarket shelves across the United Kingdom. This year, shoppers are scrutinising deals more carefully than ever before. The Morrisons Quality Street tubs deal has become a focal point for bargain hunters seeking value amid rising living costs.
British households face significant pressure this Christmas. Food inflation continues to climb, with prices expected to reach 5.7 per cent by December 2025 according to the Food and Drink Federation. Against this backdrop, every penny saved on festive treats matters. Quality Street tubs represent more than just chocolate. They symbolise Christmas itself for millions of families.
Understanding the Morrisons Pricing Strategy
Morrisons currently lists the standard 550g Quality Street tub at £7. This price point places the supermarket in the middle of the competitive landscape. The retailer has not activated any special More Card pricing for this particular product at present. Shoppers with the Morrisons More loyalty card earn five points per product purchased.
The pricing structure reveals something important. Morrisons maintains consistent pricing on these festive favourites without the loyalty card discounts seen on other chocolate products. A 220g Quality Street box, however, benefits from More Card pricing at £3.25, down from £4. This smaller format offers better value for those willing to opt for reduced quantity.
Competition among supermarkets remains fierce. Tesco has emerged as the current price leader, offering 550g Quality Street tubs for £3.95 with Clubcard. This represents a substantial 34 per cent discount from the £6 non-Clubcard price. The deal runs until 2nd December 2025.
Aldi and Lidl both price their 550g Quality Street tubs at £4.39. These budget retailers typically undercut the traditional supermarkets. Asda lists the same product at £4.42. Sainsbury’s charges £7, matching Morrisons on the standard price.
The Quality Street Size Controversy
A significant change has sparked consumer frustration. Quality Street tubs have shrunk from 600g to 550g this year. The reduction amounts to 50g fewer chocolates. Shoppers receive approximately six fewer sweets per tub.
This represents the latest chapter in a longer story of diminishing returns. In 2005, Quality Street tubs weighed 1.5 kilograms. By 2021, they had dropped to 650g. The current 550g represents a dramatic 63 per cent reduction over two decades.
Food policy specialist Gavin Wren highlighted the issue on social media. He noted that alongside the size reduction, Tesco had increased prices from £6 to £7, representing a 16.7 per cent price rise on top of the 8 per cent weight reduction. Nestlé, which manufactures Quality Street, attributed the changes to rising costs of manufacturing, ingredients and transport.
Consumer reaction has been swift. One shopper commented they had stopped buying Quality Street last year, calling it ridiculous. Another suggested the tubs might as well be share bags given their diminished size. The reduction places Quality Street firmly within the shrinkflation trend affecting numerous products.
Research from consumer group Which? found that 80 per cent of UK adults express concern about shrinkflation. In snack foods such as crisps and confectionery, 75 per cent of concerned consumers reported observing shrinkflation in 2025, up from 68 per cent two years earlier. Quality Street tubs have become a prominent example of this phenomenon.
The Cocoa Crisis Driving Chocolate Prices
Understanding why chocolate costs more requires examining global commodity markets. Cocoa prices have experienced unprecedented volatility. They surged to approximately £9,000 per tonne at the end of 2024 before easing back to around £5,000 per tonne.
Adverse weather conditions in West Africa have devastated crops. Ghana and Ivory Coast produce 75 per cent of the world’s cocoa. The Ivory Coast alone accounts for 84 per cent of UK cocoa bean imports. El Niño weather patterns, combined with swollen shoot virus outbreaks, have decimated harvests.
Chocolate prices rose 17 per cent year on year in the UK during summer 2025. This made chocolate the second-highest category for price rises, behind only coffee. The Office for National Statistics confirmed chocolate prices increased 15 per cent in the year to September 2025.
Manufacturers have passed these costs to consumers. Swiss chocolatier Lindt raised prices by 15.8 per cent in the first half of 2025. The company’s chief executive expressed scepticism about cocoa prices returning to previous lows. Climate change threatens to make extreme weather events more frequent, potentially establishing higher chocolate prices as a permanent fixture.
How Loyalty Cards Change the Game
The supermarket landscape has transformed through loyalty schemes. Tesco’s Clubcard and Sainsbury’s Nectar card dominate the market. Morrisons relaunched its loyalty programme as the More Card, streamlining the previous My Morrisons scheme.
The More Card operates on a straightforward points system. Shoppers earn five points on every product purchased. Once accumulated, 5,000 points convert automatically into a £5 voucher called a Morrisons Fiver. This represents a 0.5 per cent return on spending.
More Card members also access exclusive pricing on selected products. A Haribo Sharing Sweets Tub costs £3.50 with the More Card, down from £5.50. Ferrero Rocher 24-piece boxes reduce from £11 to £5.50 with More Card pricing. These discounts average 25 per cent across participating products.
Morrisons has introduced a special Christmas promotion. Customers spending £50 weekly for four out of five weeks leading up to Christmas earn 20,000 More Points worth £20. This requires activation before 23rd November 2025.
Points expire after twelve months if not converted. Physical Fivers printed at the till remain valid for twelve months, while digital versions last three months. The card works across Morrisons stores, online shopping, petrol stations and the in-store café.
Competing supermarkets employ similar strategies. Tesco’s Clubcard offers have become legendary among savvy shoppers. The £3.95 Quality Street deal exemplifies this approach. Without a Clubcard, the same tub costs £6. Sainsbury’s Nectar pricing provides comparable benefits to members.
Comparing Supermarket Christmas Chocolate Offerings
The battle for Christmas chocolate supremacy extends beyond Quality Street. Celebrations tubs follow similar pricing patterns. Tesco offers 500g Celebrations tubs for £3.95 with Clubcard, down from £6. Morrisons prices the same product at £7 without loyalty discounts.
Cadbury Heroes and Roses tubs retail for £7 at Morrisons for 550g tubs. Tesco Clubcard members pay £5.25 for these products. Aldi and Lidl price Heroes tubs at £4.89. This positions the discount retailers competitively against the loyalty card schemes.
Larger tin formats offer different value propositions. Morrisons lists the 750g Quality Street tin at £13. Tesco Clubcard members access 750g tins for £8, representing a £4 saving from the £12 standard price. This larger format delivers better value per gramme for those wanting more chocolate.
Seasonal promotions create additional opportunities. Earlier in October, Tesco ran a promotion offering Quality Street tubs at £2.95 for Clubcard holders. Such limited-time deals reward early Christmas shoppers. Sainsbury’s promoted three chocolate tubs for £9.50 through Blue Light Card discounts.
Independent retailer B&M has carved out a niche with aggressive pricing. The chain reduced Lindt Master Chocolatier Collections from £9 to £1.65. Quality Street 550g tubs were spotted at £4.68 at B&M locations. These deals demonstrate how smaller retailers compete with supermarket giants.
The Environmental Dimension
Nestlé has introduced significant packaging changes for Quality Street. The brand transitioned to recyclable paper wrappers in 2022, replacing dual foil and cellulose packaging. This move eliminated almost 2.5 billion pieces of packaging material from the supply chain globally.
The paper wrappers use FSC-certified paper with a vegetable-based coating that does not hinder recycling. Two flavours, Orange Crunch and Green Triangle, retained their foil wrappers as they were already recyclable. The transition required extensive engineering of new materials, coating technologies and printing techniques.
Nestlé has trialled paper-based tubs at select Tesco stores. Approximately 200,000 paper tubs went to selected locations this festive season, carrying around 150 tonnes of sweets. The paper tub features Quality Street’s signature purple with gold foil embellishment. An integrated re-close feature allows secure closing after opening.
These sustainability efforts align with Nestlé’s commitment to make 100 per cent of packaging recyclable or reusable by 2025. Quality Street followed Smarties, which introduced recyclable paper packaging globally in 2021. Consumer reception has been mixed, with some appreciating the environmental benefits whilst others mourn the loss of reusable plastic tubs.
What History Tells Us About Quality Street
Quality Street boasts a rich heritage stretching back nearly ninety years. Harold Mackintosh launched the brand in 1936 after inheriting his father’s toffee factory. The innovation lay in creating Christmas chocolates affordable for working families, not just the wealthy.
Mackintosh used locally sourced ingredients instead of expensive imported French components. This approach revolutionised the Christmas chocolate market. By the 1940s, Quality Street had become a beloved Christmas tradition throughout Britain.
The brand’s name derives from a J.M. Barrie play. The distinctive purple packaging and individual sweet wrappers have remained constant since 1936. Each flavour maintains the same coloured wrapper that distinguishes it, creating the treasure hunt experience families cherish.
Over 100 commercials since 1958 have cemented Quality Street’s place in British culture. The adverts encouraged sharing, which families embraced at Christmas. The brand produces around 12 million sweets daily at peak season, using 480 tonnes of liquid chocolate and 350 tonnes of toffee weekly.
Nestlé acquired Quality Street in 2000, shortly after which the soldier and lady mascots disappeared in a rebranding exercise. The Halifax factory where production began continues to manufacture Quality Street today. The site operates with zero waste to landfill.
Consumer Strategies for Maximum Savings
Savvy shoppers employ multiple tactics to reduce Christmas chocolate costs. Timing proves crucial. Shopping early in the season often yields better deals. Tesco’s £2.95 Quality Street promotion in October rewarded those who planned ahead.
Loyalty card membership has become essential. Signing up for Morrisons More Card, Tesco Clubcard and Sainsbury’s Nectar card costs nothing. The savings can be substantial. A Clubcard member saves £2.05 on a single Quality Street tub compared to a non-member at Tesco.
Comparing prices across retailers maximises savings. Websites like Trolley.co.uk enable price comparisons across major supermarkets. A shopper willing to visit Aldi instead of Morrisons saves £2.61 on Quality Street tubs. The 44p difference between Aldi and Asda might not justify a separate journey, but combined savings across multiple items add up.
Considering alternative sizes and formats provides flexibility. The 220g Quality Street box at Morrisons costs £3.25 with More Card pricing. Whilst smaller than the 550g tub, it costs less than half the price. For smaller households or those watching budgets, this represents better value.
Stock rotation means prices fluctuate. Yellow sticker reductions near sell-by dates offer opportunities. Supermarkets also run flash promotions. Following retailers on social media or signing up for email alerts ensures awareness of limited-time offers.
Bulk buying during sales makes sense for non-perishable items like chocolate. The extended shelf life of Quality Street tubs allows purchasing several months ahead. However, shoppers must resist the temptation to consume them before Christmas.
The Wider Economic Picture
Christmas 2025 unfolds against challenging economic conditions. UK food inflation stands at 4.9 per cent as of July 2025, up from 1.3 per cent in August 2024. Forecasts predict this will climb to 5.7 per cent by December 2025.
Between January 2020 and July 2025, food and non-alcoholic drink prices rose 37 per cent. This compares with 28 per cent for overall UK inflation. UK food inflation has outpaced most comparable European countries since 2023.
Government regulation and policy decisions have become the main driver of food inflation. Brexit, the pandemic and the war in Ukraine have impacted the food and drink manufacturing industry disproportionately. Production costs rose by an average of 4.5 per cent in the year to March 2025.
Consumer confidence remains fragile. Research shows 82 per cent of consumers are cutting back on essentials to protect festive budgets. One in three households identify cost of living as their top concern. The majority plan to spend between £100 and £499 on Christmas gifts.
Retailers face their own pressures. The autumn budget increased employer National Insurance contributions and the minimum wage. These higher wage bills will likely translate to increased prices for consumers. The British Retail Consortium estimates retailers face little hope of covering costs through higher sales alone.
What Christmas Shopping Trends Reveal
Shopping behaviour has shifted dramatically. Early shopping has become the norm. October emerged as the leading month for starting Christmas shopping in 2025, with a six-point increase compared to 2024. September also saw a four-point rise. Conversely, December shopping plummeted by eight points.
This intentional early start allows shoppers to spread purchases and avoid price hikes closer to Christmas. The strategy aligns with seeking value amid economic uncertainty. Consumers are looking for fewer, better gifts and refurbished items.
Omnichannel shopping dominates. Thirty per cent of consumers plan to shop equally online and in-store. This hybrid approach combines the tactile experience of physical stores with the convenience and variety of online platforms. Retailers offering click-and-collect services and seamless experiences across channels capture more custom.
In-store shopping remains significant despite digital growth. Mintel’s research found seven pounds in every ten pounds of retail spend occurs in stores in 2025. The Christmas atmosphere and immediate product availability keep physical shops relevant.
Total seasonal sales in the United Kingdom were forecast at approximately £88 billion in 2024. Tesco, Sainsbury’s and Lidl emerged as Christmas winners, posting sales growth of 5.0 per cent, 3.5 per cent and 6.6 per cent respectively in the final quarter of 2024. Morrisons did not feature in the top performers.
Expert Perspectives on Value
Consumer advocates stress the importance of informed decision-making. Which?, the leading consumer group, has campaigned extensively on food pricing transparency. The organisation found pricing practices inconsistent, confusing and sometimes missing altogether.
Sue Davies, Head of Food Policy at Which?, has called on supermarkets to make pricing clearer. The group particularly criticises the lack of unit pricing on loyalty card offers. Without clear per-100g comparisons, shoppers struggle to identify genuine value.
Which? research exposed shocking price disparities. Some products increased nearly 175 per cent between 2021 and 2023. Quality Street specifically featured in their shrinkflation investigations. The consumer group documented how tubs decreased from 600g to 550g whilst prices increased from £6 to £7 at Morrisons.
The organisation advocates for supermarkets to stock essential budget-line items in convenience stores. Their mystery shopping revealed that small Morrisons Daily stores stocked budget range items less than 1 per cent of the time. This disadvantages people who cannot reach larger supermarkets.
Industry experts acknowledge the challenges. Rachel Dobson, managing director of Lynx Purchasing, warns that food inflation will continue into the peak festive trading period. She notes operators face a tightrope between maintaining margins and avoiding price increases that deter customers.
The Food Foundation tracks basic food basket costs. Since April 2022, the average woman’s food basket increased 27.3 per cent, now costing £52.13 weekly. The male basket rose 28.6 per cent to £55.98 weekly. These figures illustrate how lower inflation rates do not mean falling prices, merely slower increases.
Regional Variations and Availability
Availability varies across the United Kingdom. Larger Morrisons supermarkets stock the full range of Christmas chocolate tubs. The selection includes Quality Street, Celebrations, Cadbury Heroes and Roses in both tub and tin formats.
Morrisons Daily convenience stores present different challenges. These smaller format shops may not stock the same range. The rollout of More Card to franchise partners completed recently, with promotional benefits launched in October 2025. Independent retailers operating Morrisons Daily stores became the first in the sector to offer supermarket loyalty scheme access.
Geographic pricing typically remains consistent across Morrisons locations. However, franchise stores may implement slightly different pricing structures. The new spend-stretch promotion offers More Card customers 1,500 points for spending £15 or more in participating franchise stores.
Online availability through Morrisons.com mirrors in-store offerings. Delivery slots for Christmas have opened, allowing pre-booking of festive shopping. More Card members earn the same points online as in physical stores. Online transactions are limited to 20 free loyalty packs per transaction.
Stock levels fluctuate as Christmas approaches. Popular items like Quality Street tubs may sell out in high-demand periods. Morrisons advises booking Christmas delivery slots early as they fill quickly. The supermarket has not announced specific stock limitations on chocolate tubs, but availability depends on demand.
Alternative Options Worth Considering
Shoppers seeking variety beyond Quality Street have numerous options. Marks & Spencer topped the Good Food Christmas taste test, winning six of seventeen categories. Their Collection 12-month matured Christmas pudding with pecans and panettone impressed judges.
Morrisons secured five wins in the same test, including best showstopper dessert and best Cherry Bakewell mince pie. This suggests the supermarket’s own-brand Christmas offerings deliver quality. The retailer’s Christmas food-to-order service opened slots for delivery or collection from 22nd to 24th December.
Waitrose emerged as the overall winner of the Good Housekeeping Christmas taste test with eleven first-place products. The supermarket’s No.1 range includes innovative options like a turkey bauble and plant-based turkey with trimmings. Collection slots are now open, with final orders required by 15th December.
Discount retailers offer compelling alternatives. Aldi’s Specially Selected chocolate bunnies reduced to 99p each represent exceptional value. The chain’s Dairyfine chocolate range provides budget-friendly gifting options. Lidl won best trifle in the Good Food test, demonstrating quality alongside low prices.
John Lewis offers exclusive Quality Street experiences. Pick and mix stations allow customers to fill tins with favourite flavours. The department store featured the first ever white chocolate Quality Street sweet as an exclusive. This personalised approach appeals to those seeking unique gifts.
The Future of Festive Chocolate Shopping
Several trends will shape Christmas chocolate markets going forward. Sustainability will become increasingly important. Nestlé’s transition to paper packaging represents industry direction. Consumer acceptance of environmental initiatives may grow despite initial resistance to change.
Climate change poses ongoing threats to cocoa production. West African weather patterns have become less predictable. Structural issues like limited replanting remain unresolved. Weather risks could keep cocoa trading at historically elevated levels. This suggests chocolate prices may not return to previous lows.
Loyalty schemes will likely expand their influence. The success of Clubcard and Nectar pricing demonstrates consumer responsiveness to membership benefits. Morrisons continues developing More Card features. Future iterations may offer more personalised deals based on shopping history.
Technology integration will accelerate. Artificial intelligence-driven traffic to retail sites is set to increase rapidly. Mobile commerce already dominates, with mobile spend forecast to grow. Apps enabling digital loyalty cards, price comparisons and targeted promotions will become standard.
Shrinkflation remains contentious. Whilst manufacturers cite cost pressures, consumers feel short-changed. Government regulation may eventually address the practice. Consumer group campaigns continue pressuring retailers for transparency.
Making Your Decision
Choosing where to purchase Quality Street tubs requires weighing multiple factors. Price stands as the primary consideration for most shoppers. Tesco’s £3.95 Clubcard deal offers the lowest current price, saving £3.05 compared to Morrisons’ £7.
However, convenience matters. Travelling to multiple stores for marginal savings wastes time and fuel. If Morrisons is your regular shop, the £7 price may be acceptable given the overall shopping efficiency. Accumulating More Card points provides long-term value even without immediate discounts.
Quality remains consistent across retailers as Nestlé manufactures all Quality Street products. The 550g tub contains identical chocolates regardless of where purchased. Packaging and freshness should not vary significantly between supermarkets.
Availability influences decisions. If Tesco has sold out of the Clubcard offer, Morrisons’ consistent stock may be preferable to disappointment. Checking stock online before travelling prevents wasted journeys.
Supporting local matters to some shoppers. Morrisons operates nearly 1,700 Morrisons Daily stores, many run by independent franchisees. Purchasing from these locations supports local businesses whilst still accessing supermarket pricing.
Timing purchases strategically maximises savings. Monitoring deals through October and November may reveal better promotions. Signing up for Morrisons emails ensures notification of special offers. The Christmas Merry More Points promotion rewards loyal customers who shop consistently.
Frequently Asked Questions
Why have Quality Street tubs shrunk in size?
Quality Street tubs reduced from 600g to 550g in 2025 due to rising manufacturing, ingredient and transport costs according to Nestlé. This 50g reduction represents approximately six fewer chocolates per tub. The change reflects broader shrinkflation affecting confectionery products amid unprecedented cocoa price volatility and supply chain pressures.
Does the Morrisons More Card offer discounts on Quality Street?
Currently, Morrisons does not offer More Card pricing on the standard 550g Quality Street tub, which retails at £7. However, the smaller 220g Quality Street box benefits from More Card pricing at £3.25, reduced from £4. More Card members earn five points on all product purchases, which accumulate towards £5 vouchers.
Which supermarket has the best Quality Street deal?
Tesco currently offers the best Quality Street deal at £3.95 for the 550g tub with Clubcard, down from £6. This compares to £7 at Morrisons and Sainsbury’s, £4.39 at Aldi and Lidl, and £4.42 at Asda. The Tesco Clubcard deal runs until 2nd December 2025. Prices may change, so checking current offers before shopping is advisable.
Are Quality Street chocolates the same at all supermarkets?
Yes, Quality Street chocolates are identical across all retailers as Nestlé manufactures them at the Halifax factory in West Yorkshire. The 550g tub contains the same assortment of milk and dark chocolates, toffees and fruit crèmes regardless of purchase location. Only pricing and promotional offers differ between supermarkets.
When is the best time to buy Christmas chocolates?
Early October through mid-November typically offers the best deals on Christmas chocolates. Supermarkets run promotional pricing to encourage early shopping, such as Tesco’s £2.95 Quality Street offer in October. Stock availability is better early in the season. However, last-minute yellow sticker reductions may appear in late December for quick-selling items. Loyalty scheme members should watch for targeted promotions throughout the festive period.
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