coco pops

Boxes of breakfast favourite Coco Pops have shrunk - but the weight reduction is down to a cut in sugar levels and not ‘shrinkflation’, according to Kellogg’s.

A big box of Coco Pops has been reduced from 800g to 720g, while the 550g box now weighs 510g. The new, lighter packs rolled out in February at the same prices of £3.75 and £2.69 respectively in most supermarkets.

Kellogg’s had removed “some of the sugar in the recipe” and changed the coating, meaning each Coco Pop weighed less than previously, a spokeswoman said. “This has resulted in some of the packs weighing less. However, the number of Coco Pops in each box has actually increased by more than 10%.”

She added: “For example, the 550g box now weighs 510g, but the number of Coco Pops per box has increased from approximately 14,500 to 16,500. That’s a 15% increase.”