Jaffa Cake fans furious as McVitie's shrinks their size - but price stays same

15 September 2023 , 10:25

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Jaffa Cakes have been reduced in size (Image: Bloomberg via Getty Images)

Jaffa Cake fans are furious after McVitie’s shrunk the size of the popular tangy treat - but without cutting the price.

The overall size has been reduced from 5.5cm to 5cm across, while the orange bump is down from 4cm to 3cm. It means Jaffa Cakes have become the latest victim of “shrinkflation” - where the size of a product is reduced, but the price stays the same or increases.

Jaffa Cake boxes are still being manufactured at the same size and still hold ten cakes. Each one now weighs 11g, down from 12.2g, and their total weight has vanished from the packaging.

Jaffa Cake lovers have taken to Twitter to express their disappointment. One person said: “What the hell have you done to the Jaffa Cakes they look like kids size absolutely scandalous.” Another posted: “I swear these Jaffa Cakes have halved in size.” A third added: “Jaffa Cakes are definitely getting smaller and smaller.”

The Mirror has contacted McVitie’s owner Pladis for comment.

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It comes as UK supermarkets are being urged to put warning labels on items that have fallen victim to “shrinkflation”. Carrefour, the second biggest supermarket in France, has started telling shoppers when this has happened - sparking calls for UK stores to do the same.

Carrefour has started sticking labels on affected products, which read: “This product has seen its weight decrease and the price charged by our supplier increase.” Carrefour has identified 122 products that have been hit by “shrinkflation” as part of the new practice.

Announcing the news on French television, Carrefour chief executive Alexandre Bompard said: “This way we have the most reliable information possible for consumers, because it is unacceptable to do this to consumers.” Rival chain Intermarché has also started issuing similar warnings to customers.

Susannah Streeter, head of money and markets at Hargreaves Lansdown, told Mail Online : “Carrefour appears to be taking the lead and setting an example to the rest of the European grocery pack with this initiative. No one wants to be put on the naughty shelf, so this will hopefully nudge the big consumer goods giants into making prices clearer for consumers.”

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