Meal deals are “British tapas”, according to one expert on Meal Deals: Behind the Bargain (Channel 4, 19 May, 8pm) – surely evidence for the prosecution in the case against UK cuisine.
This two-part show is fronted by Joe Swash – making his case to replace Gregg Wallace as the nation’s go-to easily amazed host of low-stakes documentaries. He wants to know if “miw diws” can “be good for your pocket, and for your health”, as well as what the public’s favourite combinations are.
To address the first question, Swash sends three meal deal “superfans” to the Co-op to see how much they can save with its £4 deal. And… they all save about £4. A money-saving influencer suggests using loyalty cards, or cashback app gift cards, to do a bit better.
With the health issue saved for part two, the rest of the episode is given over to unsurprising stats (72% of us like meal deals, one in seven repeatedly choose the same thing) and unremarkable ‘insights’ into NPD and premium options.
There’s some good stuff on the genesis of the supermarket sarnie, and the deal itself. But a mind-numbing amount of screen time is given over to tedious TikTokers sharing their favourite selections (we’re also forced to learn the choices of everyone who appears on screen).
Why are they so obsessed? We get a bit of speculation from a behavioural psychologist, and one interviewee fascinatingly claims to find the meal deal-buying process “entertaining” – but more prominence is given to what Swash’s social media followers make of his faves.
Part two promises a look into the future of the deal. But you’d need a high tolerance for inanity to tune in.
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