jaffa cakes

The number of McVitie’s Jaffa Cakes inside a packet has been reduced from 12 to 10, in the latest example of shrinkflation.

The price has dropped from £1.15 to 99p but the snack is now 3% more expensive per biscuit.

McVitie’s has also reduced the size of the Jaffa Cakes twin-pack from 24 to 20. It now costs £1.89 instead of £2.19

The supplier, part of Turkish group Pladis, said: “As a company, we have taken the decision to adjust the pack size of our McVitie’s Jaffa Cakes products, and where we’ve reduced cake count, the rrp has also been reduced proportionately. This applies to all the core grocery channels.

“These changes represent the same price per cake, however pricing ultimately remains at the sole discretion of retailers. There is no change in the size, shape or weight of individual cakes in the McVitie’s Jaffa Cake range.”

The latest example of shrinkflation comes days after The Grocer exclusively revealed Haribo had reduced the size of its Starmix, Tangfastics, and Giant Strawbs from 215g to 190g.

In July, the Office for National Statistics said more than 2,500 products had shrunk in size over the past five years.