A hole lot less! Now shrinkflation hits jam doughnuts as Co-op reduces the number of snacks in a pack from five to four
- Supermarket chain has cut back the size of its jam ball doughnuts multipack
- Tesco has also cut the size of some of its products without reducing the price
Packs of jam doughnuts are the latest food item to be struck by shrinkflation after the Co-Op reduced the number of snacks in a pack from five to four.
The supermarket chain has cut back the size of its jam ball doughnuts multipack, outraging shoppers who are already having to cut back amid the cost of living crisis.
But Co-Op is not the only culprit as other eagle-eyed consumers have also noticed the impact of shrinkflation – when an item’s weight falls but the price doesn’t – with certain products at Tesco.
The retailer’s own brand of milk chocolate raisins have become 50g lighter but have stayed at the same price, while a pack of noodles used to be sold for £1.60, they now cost £1.75 despite its weight also being reduced by 50g.
It comes after the MailOnline revealed that tubs and tins of popular chocolate boxes such as Cadbury’s Roses and Nestle’s Quality Street have also got 50 per cent smaller in the past decade.
Packs of jam doughnuts are the latest food item to be struck by shrinkflation after the Co-Op reduced the number of snacks in a pack from five to four. Pictured: A four pack of jam doughnuts from Co-Op
The supermarket chain has cut back the size of its jam ball doughnuts multipack, outraging shoppers who are already having to cut back amid the cost of living crisis. Pictured: A pack of five jam doughnuts from Co-Op which is no longer sells
Elsewhere, Tesco’s own brand of milk chocolate raisins have become 50g lighter but have stayed at the same price
The revelation about Co-Op reducing the size of its packs of doughnuts was first reported on X, formerly Twitter, after video journalist Eddie Mitchell who posted a picture of the smaller packs.
READ MORE: Revealed: The cost of YOUR favourite festive chocolates with boxes of Roses and Quality Street getting 50 per cent smaller in the past decade… as Christmas is hit by ‘shrinkflation’
He said: ‘It used to be 5 doughnuts in a pack #co-op’
Shoppers are now unable to purchase packs of jam doughnuts on the Co-Op website, as it states that the ‘product is currently out of stock’.
A pack of four can be brouoght instead for £1, a price of 25p per doughnut.
Eslewhere, Tesco shoppers have also been hit with the imapcts of shrinkflation as the size of own brand of milk chocolate raisins have reduced by 50g.
People used to be able to purchase a 200g pack of the tasty treats for £1.10, but this has now been reduced to 150g while staying at the same price.
Meanwhile, a packs Blue Dragon Wholewheat Noodles used to be sold in packs of 300g for a price of £1.60.
However, Tesco is now selling packs of 250g for an increased price of £1.75, which equates to an extra £1.66 per kg.
Other brands have also been reduced the size of some of its products, with McVities having reportedly reduced the number of Jaffa Cakes per pack from ten to nine.
One angry shopper, who made the discovery for themselves, posted on X: ‘When you unpack your next shopping, have a good look. Not only is everything so much dearer, they are also so much smaller.
‘Shrinkflation, galloping shrinkflation. Not to mention the quality either.
‘Anyway, here’s what masquerades as a packet of Jaffa cakes these days.’
Tesco shoppers have also been hit with the imapcts of shrinkflation as the size of own brand of milk chocolate raisins have reduced by 50g. Pictured: A Tesco store in Kilbirnie, Scotland
Other brands have also been reduced the size of some of its products, with McVities having reportedly reduced the number of Jaffa Cakes per pack from ten to nine. Pictured Stock image of some Jaffa Cakes
MailOnline recently revealed that tubs and tins of popular chocolate boxes such as Cadbury’s Roses, Nestle’s Quality Street and Mars Celebrations are also being hit by shrinkflation.
Research by MailOnline established that the size of Roses has fallen 50 per cent over the past 14 years – from 1,100g in 2009, then 660g in 2018 and now 550g.
Celebrations have reduced from 975g in 2009, 650g in 2018 and now 600g; while Quality Street has gone down from 1,200g in 2009, 720g in 2018 and now 600g.
All three products were £10 in 2009, before falling to £5 by 2018. But that £5 price point remains the same today, although there are discounts available for those in supermarket loyalty schemes such as Tesco’s Clubcard and Sainsbury’s Nectar.
A TikTok video by Deborah Lee Cowell comparing what she claims is the shrinking size of two Celebrations boxes from 2009 and the present day has gone viral.
Other consumers have taken to social media in recent days to complain about the reducing size of products from shower gel to cereal and butter to toothpaste.
In the TikTok clip, Ms Cowell says: ‘This is the Celebration box today with the tiny best before date there, and it’s 600g.
‘And the one that I’ve had in my cupboard for years holding my dog’s biscuits treats which is best before date nice and big so you can read it, 29/03/09, and it’s holding 975g. The difference in that.’
Ms Cowell posted the clip with the hashtags ‘#celebrationchocolates #smallersizebiggerprice #dotheythinkwewontnotice #fyp’ – and it has racked up more than 18,000 views.
Research by MailOnline established the size of some chocolate boxes has fallen 50 per cent
A TikTok video of British woman Deborah Lee Cowell comparing what she says is the shrinking size of two Celebrations boxes from 2009 (left) and the present day (right) has gone viral
A spokesperson for Mars Wrigley UK, which makes Celebrations, told MailOnline: ‘At Mars Wrigley UK, our focus is always on ensuring that we offer our great tasting, high quality chocolate at the best possible value.
‘We have been actively trying to find ways to absorb the rising costs of raw materials and operations, as we know the increase in the cost of living has impacted both consumers and businesses across the UK.
‘Unfortunately, the growing pressures mean that more needs to be done. Reducing the size of our products, whilst raising prices, is not a decision we have taken lightly but it is necessary for shoppers to still be able to enjoy their favourite mix of Celebrations treats without compromising on quality or taste.’
A spokesman for Nestle, which makes Quality Street, told MailOnline: ‘Quality Street tins and tubs are not on sale throughout the whole year.
‘Every year we introduce a new Quality Street range with formats, sizes, weights and RRPs based on a range of factors including the cost of manufacturing, ingredients and transport and the preferences of our customers and consumers. Final prices are always at the discretion of individual retailers.
‘This year we have an in-store range that includes a 1.936kg tin, a 813g tin, a 600g tub, a 357g pouch and a 220g carton. We think this range and pricing is competitive and offers a good variety of choices for consumers.’
And a spokesperson for Mondelez International, Cadbury’s owners which make Roses, said: ‘We understand the ongoing challenges faced by shoppers in the current economic climate which is why we look to absorb costs wherever we can.
‘However, we are continuing to incur significant increases in input costs across our supply chain which has meant we have had to make difficult decisions, such as slightly reducing weight of our Roses tubs.
‘We have carefully considered the approach we take across our product portfolio in the UK to ensure we continue to make the best quality products at the best value prices.’
MailOnline has contacted Tesco and Co-Op for comment.
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