Crabs

I used to be in the food game, restaurant, take away, bakery, fish & chips.
One of the staple foods in the deep fried market is the Humble crab stick.
InMyDay this really did start life as a piece of Alsakan King Crab leg and was wholly a crab stick.

Over 12 years of seeing the cartons of the raw product arrive, I started to read what ingredients were actually being used in them.

It fluctuated from wholly crab to many different combinations of White Fish and crab, of course always getting less and less crab and more and more of the innocuous white fish.
The % of crab going up and down as the years and demand passed.

One stage they changed to all white fish and crab essence.
Then I even saw not one single shred of crab nor essence within the stick, public was buying all white fish and red colouring.

I have not seen a package for some time, so not sure where it lies now.

Towards the end the Crab Stick was becoming very cheap to buy and we were selling it for a very healthy margin, a little to much in my thoughts.

So being a good marketer and looking for more sales I tried to SPECIAL them and drop the price.
Could not sell any, the minds of the public thought to cheap it cannot be real Crab.

So I increased the price above the old selling price and sales boomed.

The mind of us all.

Still a marketer, I started to use the humble Crab stick to boost up specials by adding a number to a purchase, this worked the best.

This is just one single product that has changed from InMyDay, I am sure you out there can tell me much more.