The number of Ritz crackers per box has been reduced by up to 30 per cent while the price has remained the same, states a recent report, accusing the maker Mondelez of “shrinkflation”, where prices are kept the same but content reduced.
Shelf prices in popular British supermarkets have remained the same with a box costing £1.25 in Tesco and Asda and £1.50 in Morrisons. The 200g packs of Original and Cheese crackers have now been replaced by packs weighing 150g and 140g.
A spokesperson for Mondelez International confirmed the size change to the BBC.
“We understand the economic pressures that consumers continue to face and any changes to our product sizes is a last resort for our business,” they said, adding that the food producer is experiencing “significantly higher input costs” across its supply chain as ingredients cost far more than they had previously.
It added that costs for energy, packaging and transport remain high.
“As a result of this difficult environment, we have had to make the decision to reduce the weight of some of our products, so that we can keep them competitive, and not compromise on the great taste and quality that our fans enjoy,” the spokesperson added.
Earlier this year, Which? revealed other examples of shrinkflation in British supermarkets, like Listerine Fresh Burst mouthwash shrank from 600ml to 500ml while PG Tips Tasty Decaf Pyramid tea bags went from containing 180 bags to 140 at a number of supermarkets.
Kettle Chips Sea Salt and Crushed Black Peppercorns Crisps shrank from 150g to 130g at Tesco while Yeo Valley Organic Salted Spreadable went from 500g to 400g at Sainsbury’s and Tesco, states the report.
Which? found that many products had been hit by shrinkflation including Andrex Flushable Washlets Toilet Wipes decreasing from 40 to 36 in a pack, Bisto Best Chicken Gravy Granules from 250g to 230g, Cadbury’s Brunch Chocolate Chip Bars from six to five in a pack, Colgate Triple Action Toothpaste 100ml to 75ml and Kettle Chips Sea Salt and Crushed Black Peppercorns Crisps from 150g to 130g. Other popular brands hit by the practice included Lurpak, McVitie’s, Yeo Valley, and Coffee Mate.
Meanwhile, concerns about the cost and size of products – owing to shrinkflation – remain high, according to data from Barclays. As a result, 63 per cent of consumers said that they would like to see the government taking action to intervene – for example, by mandating manufacturers disclose changes in content, volume or weight on product labels.
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