Now even Giant Buttons are being ‘shrink-f lated’

By Ian Fletcher



dmg media (UK)


ONE of the nation’s favourite chocolate treats is now almost a quarter smaller with no reduction in price, according to researchers. Cadbury’s Dairy Milk Giant Buttons have become the latest high-profile victim of the widespread ‘shrinkflation’ trend, with its large sharing bag getting 23 per cent smaller. The confectionery company has replaced its 240g pack with a 184.8g version – but prices have not fallen accordingly in leading supermarkets. The practice of ‘shrink-flation’ – also known as downsizing – is the ploy of selling less of an item for the same price, meaning customers get less for their money. The tactic has been used in the UK for at least a decade – data from the Office for National Statistics, for example, revealed that 206 products shrank in size between 2015 and 2017. TikTok users have been posting about the trend, encouraging shoppers to look more closely at the weights of what they buy and to make sure they’re still getting value for money. A recent survey found that nearly two thirds (64 per cent) of consumers were concerned about shrink-flation. Tesco and Asda are selling the new-size Giant Buttons pack at £2 – the same shelf price as the larger size, according to data from analyst Assosia. Morrisons was also selling the smaller bag at £2 – albeit down from its £3.50 shelf price for the 240g format. A spokeswoman for Cadbury confirmed the company had shrunk the Giant Buttons pack. She told The Grocer: ‘We are facing the same challenges that so many other food companies have already reported when it comes to significantly increased production costs – whether it’s ingredients or energy – and rising inflation. ‘This means our products are much more expensive to make. We understand that consumers are faced with rising costs too, which is why we look to absorb costs wherever we can.’ She added: ‘But in this difficult environment, we’ve had to make the decision to reduce the weight of this product to remain competitive. ‘We offer consumers a range of sizes and price points. Retailers are free to set their own prices.’