A tub of Ben and Jerry

It was on sale again! But not as good as the last one. Still...it's a good bargain. I checked the RRP. It's GBP4.39 now! That's a 10% inflation from the price I last saw in the beginning of the year at GBP3.99. My friend said it could be a gimmick to give the illusion of higher discount. I wonder what's the true explanation. Will know once the sale is off. I managed to finish a whole 500ml tub of Bohemian Raspberry. This was rather unexpected as I was not meant to step out from my flat for two weeks.