Credit-crunched shoppers are increasingly treating themselves to smaller-sized versions of fine foods, according to RH Amar.

In the past month the fine food specialist has reduced the size of several of its bestselling SKUs to give shoppers a more affordable option and drive incremental brand sales.

Amar has cut the size of its Budweiser BBQ Sauces from 400g (rsp: £2.49) to 300g (rsp: £1.99). It said year-on-year sales for the range had leapt 47% in the first week of trading. Sales of its Crespo olives are up 50% since a 198g jar was debuted and have also been "very strong" for its Mary Berry salad dressing since a 260g range was added alongside the 480g format.

"People are watching the pennies [but] they still want to treat themselves, particularly when eating out less often," said marketing director Simon Fry. "Smaller sizes also encourage shopper experimentation with new foods."