Children are getting a taste of the frugal 50s as rationing returns - in the local sweet shop.
Hundreds of sweet ration books have been sold
Parents write a daily allowance in the 1950s-style ration books and children get them stamped at Hope and Greenwood in East Dulwich, south-east London.
Owner Kitty Hope said the idea was introduced after she was asked to stop selling so many sweets to children.
If it catches on, the scheme could become one of the latest weapons in the fight against childhood obesity.
Miss Hope told BBC News: "When a parent asked me to stop selling her son so many sweets, I thought, you can't stop this little boy from buying sweets."
She then had the idea to bring back rations and an elderly customer brought in his mother's authentic ration book.
So the book was copied and introduced to the store last November.
"It's fantastic. Each book adds up to £5 worth of vouchers. We have sold hundreds of them - to children and their parents," she said.