Kellogg’s Reduces Cereal Size but Keeps Prices Steady, Sparking Outrage

Kellogg’s has stirred controversy with its decision to reduce the size of its popular Crunchy Nut cereal while maintaining the same retail price. The change means that customers will receive one less serving in the 460g box, which is currently priced at £3.40 at Tesco. Previously, the 500g box sold for the same amount but is no longer available on the supermarket’s website.

This adjustment is part of a broader trend known as shrinkflation, where companies reduce product quantities without lowering prices, impacting consumers’ purchasing power. A standard serving size recommended by Kellogg’s is 30g, meaning fans of Crunchy Nut will now miss out on one helping with each box.

The frustration among consumers has been palpable. One dissatisfied shopper expressed their discontent online, stating, “How we all are robbed in daylight.” This sentiment reflects a growing concern about how inflation and rising production costs are affecting everyday products.

Kellogg’s is not alone in this practice. The company has also reduced the number of Rice Krispies cereal bars in multipacks from six to four. Similarly, Mondelez, the owner of Cadbury, has made similar cuts to the sizes of its Dairy Milk and Twirl multipacks.

In response to the backlash, Kellogg’s defended its decision, stating, “The pack size change simply reflects what it takes to keep making the cereal.” This comment underscores the challenges faced by food manufacturers as they navigate rising costs in raw materials and production.

Andrew Opie, Director of Food & Sustainability at the British Retail Consortium (BRC), emphasized that retailers are striving to minimize costs for consumers. He noted that for branded goods, any changes in size or pricing primarily originate from the brands themselves, driven by the costs of production they encounter.

Opie remarked, “Prices and sizes of all products are clearly labelled so that customers can make informed decisions about their purchases.” This transparency is crucial as consumers increasingly scrutinize product sizes and prices in light of the current economic climate.

As shoppers continue to voice their concerns, the impact of shrinkflation on brand loyalty may pose a long-term challenge for companies like Kellogg’s. While price adjustments are often necessary due to economic pressures, the way these changes are communicated to consumers will likely shape perceptions and purchasing decisions.