General Article Shrinkflation: for those struggling, it’s about more than just chocolate bars

Topic Selected: Consumerism

By Frances Ryan

If late capitalism can be boiled down to a social media-friendly phrase, look no further than ‘shrinkflation’ – when goods are made smaller but still sold at exactly the same price. Figures from the Office for National Statistics reveal that as many as 206 products were made smaller between September 2015 and June 2017.

High-profile examples include Mars shrinking Maltesers, M&Ms and Minstrels by up to 15%, while Birds Eye cut the number of fish fingers in a packet from 12 to 10. The makers of Toblerone sent the internet into frenzy in 2016 after it widened the gap between the distinctive triangular chunks.


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