'Shrinkflation' - snacks getting smaller but prices getting bigger - has once again struck, with ice cream buyers receiving less for their cookie dough as companies increase their prices and reduce pack sizes, The Mirror reports. Brands such as Haagen-Dazs, Ben and Jerry's, Magnum and Kelly's have all seen their products rise in price.
A tub of the "irresistible flavours" of "luxury" Haagen-Dazs ice cream is now 40ml smaller, yet costs £1.15 more. £4 is how much you'll be set back for a 500ml tub of Ben and Jerry's that is now 35ml smaller, and costs £5.
A box of four Magnums used to be £3, yet now you can get a box of three for the same price. A one-litre tub of Kelly's soft scoop ice cream once cost £2.99, but is now £1.10 more expensive and 5ml smaller.
The price hikes have not gone unnoticed, with many customers complaining online: "I got my usual today. Same price, 10ml less. Shrinkflation in action.”
Consumer champion Martyn James said: “Businesses try it on with shrinkflation but suddenly your customers realise they’ve been ripped off. The cost-of-living crisis has had an impact but people I speak to say they’d rather firms tell them honestly about price hikes.”
Inflation caused food prices to rise by 16.8% in the year to December, with milk and eggs hit by the largest hikes. Unilever said it was “mindful of the pressure shoppers are feeling”, adding: “We regularly review ranges to ensure we continue to offer choice and value through a range of products and sizes.”
The other firms did not respond to requests for comment.
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