Ice cream fans being 'ripped off' as prices increase but sizes shrink

18 March 2023 , 18:01

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The frozen treat is the latest household item hit by “shrinkflation” (Image: Adam Gerrard / Sunday Mirror)

Ice cream lovers are getting less for their cookie dough as brands reduce pack sizes and hike prices.

The frozen treat is the latest household item hit by “shrinkflation” – where snacks get smaller but prices get bigger.

Tubs of luxury brand Haagen-Dazs are now 40ml smaller than they used to be but cost an extra £1.15. And a 500ml tub of Ben and Jerry’s once priced at £4 is now 35ml smaller and costs £5.

Boxes of Magnums that used to be £3 for four bars now contain three for the same price. A one-litre tub of Kelly’s soft scoop ice cream used to cost £2.99 but is now 5ml smaller and £1.10 dearer.

And Mars ice cream bars now come in boxes of four, not six, for 10p more.

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Mars ice cream bars now come in boxes of four, not six, for 10p more (Adam Gerrard / Sunday Mirror)

Ice cream lovers vented anger online, one saying: “I got my usual today. Same price, 10ml less. Shrinkflation in action.”

Consumer champion Martyn James said: “Businesses try it on with shrinkflation but suddenly your customers realise they’ve been ripped off.

“The cost-of-living crisis has had an impact but people I speak to say they’d rather firms tell them honestly about price hikes.”

Tubs of luxury brand Haagen-Dazs are now 40ml smaller than they used to be but cost an extra £1.15 (Adam Gerrard / Sunday Mirror)

Inflation caused food prices to rise by 16.8% in the year to December, with milk and eggs hit by the largest hikes.

Unilever said it was “mindful of the pressure shoppers are feeling”, adding: “We regularly review ranges to ensure we continue to offer choice and value through a range of products and sizes.”

The other firms did not respond to requests for comment.

Saskia Rowlands