Shoppers will be giving a cold reception to Haagen-Dazs’ decision to cut the size of its family ice cream tubs while charging the same price. This is yet another example of ‘shrinkflation’ where you get a smaller size product for the same money.
As widely reported yesterday, the US-owned giant has cut the contents of favourites including Belgian chocolate, vanilla and coffee from 500ml to 460ml.
But despite the 8% reduction, Haagen-Dazs ice cream will still cost families £5.35 a tub.
The luxury maker of ice cream told the Mirror that rising costs were to blame and insisted it had taken the step “absolutely as a last resort”.
Condemning the move, Alex Neil, director of home products and services at consumer group Which?, says: “Time and again we've seen popular products shrinking while the price stays the same, and this latest example will leave ice-cream lovers feeling cold. Manufacturers and retailers should be up front about any changes to their products, so customers can make an informed choice about how to spend their cash.”
The price of vanilla, one of the main ice cream ingredients, has soared over the past two years. It now stands at around $600 per kilo, costing more than silver.
Over 75% of vanilla is grown on Madagascar, where a cyclone in March destroying many of its plantations.
A huge number of manufacturers are adopting sneaky shrinkflation tactics with the Office for National Statistics (ONS) reporting in July 2017 that 2,529 different consumer products have decreased in size or weight since 2012.
As Moneywise has previously reported, maker of Toblerone, Mondelez, admitted to making its famous triangular chocolate bars smaller in order to not increase prices. It also cut the size of Terry’s Chocolate Orange, blaming rising prices for the raw ingredients.
However, while many manufacturers have blamed the falling pound for rising costs, the ONS data would suggest that the practice of shrinking products long outdates this more recent economic trend – dating back to 2012.