Shoppers hit by cereal price hike as cost of living crisis continues to bite

22 April 2023 , 15:28

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Breakfast cereals have been hit by price hikes (Image: Getty Images/iStockphoto)

The cost-of-living crisis has made its way to the breakfast table as popular cereal brands fall victim to shrinkflation.

Families used to be able to buy a “big” box of Kellogg’s Coco Pops for £3 – but the new “mega” size has three fewer servings and is £1 dearer.

A standard pack of Shreddies is 45g lighter than it used to be but will set you back an extra 95p.

While 750g of Fruit ’n Fibre used to cost £3, shoppers now pay 95p more for 50g less.

And the Quaker Oats So Simple multipack is up 75p but has two less sachets.

Even the Tooth Fairy is feeling the cost of living crunch with payments down 10%

Boxes don't contain as many servings (Getty Images/iStockphoto)

Cereal lovers vented their anger about the shrinkflation tactics – where products shrink but price tags grow – online.

One moaned: “Shrinkflation has reduced cereal such that boxes are not wide enough to stand up on the shelf.”

Another slammed stores’ “shrinkflation crookery”.

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

Coco Pops have become dearer

Many household items have been hit by price hikes (Handout)

"People say they’d rather firms tell them honestly about price hikes.”

Ice cream, tea and washing powder are among the other household staples hit by shrinkflation in recent months.

Inflation on household items soared to 19.1% in March – the fastest increase in 46 years.

Kellogg’s, Nestle and Quaker were approached for comment.

Saskia Rowlands