Saturday 23 September 2017

Maltesers the latest casualty of ‘shrinkflation’ as packet size reduced yet again

Ellie Donnelly

Ellie Donnelly

Confectionery giant Mars is reducing the packet size of Maltesers, Minstrels and M&Ms.

For the second time in twelve months Mars has reduced the number of Maltesers in its sharing bags, which now weigh just 93g.

In 2016 packets of Maltesers, promoted as the lighter way to enjoy chocolate, shrank from 121g to 103g.

The action by the American food company has been taken across several of its well-known brands with family packs of M&M’s, Minstrels, and Revels also approximately 10pc lighter. Prices have remained unchanged.

The action is being taken in an effort by the food giant to offset rising ingredients and transportation costs.

In response to questions from Independent.ie, Mars said that it “has been absorbing rising raw material and operational costs for some time, but the growing pressures mean that we can’t keep things as they are.”

“Reducing the size of our products is not a decision that we take easily, but we’re confident that our chocolate brands still offer our customers and consumers the best possible value for money without compromising on quality or taste.”

In 2016 Mondelēz caused consternation after it reduced the weight of Toblerone bars by increasing the gaps between the squares or “peaks” of chocolate. 

Online Editors

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