That’s nuts… Nutella cuts its jar size from 400g to 350g – with no change in the price 


That’s nuts… Nutella cuts its jar size from 400g to 350g – with no change in the price

  • The jar size of Nutella has been slashed from 400g to 350g with no price change
  • Ferrero, which owns Nutella, said rising product costs were reason for change 
  • ONS found between September 2015 and June 2017, 206 products had shrunk

It has already hit chocolate bars, biscuits and yogurts.

Now ‘shrinkflation’ has come for Nutella, with the jar size to be slashed from 400g to 350g – with no change in price.

While the company is cutting the size of a standard pot of the chocolate hazelnut spread by 12.5 per cent, the price is expected to remain at £2.90 – a tactic known as shrinkflation.

Shrinkflation: Jar size of Nutella has been slashed from 400g to 350g with no change in price

Cadbury chocolate bars, Muller light yogurts and Hobnobs are among items that in recent years have seen their size reduce but with no corresponding drop in price.

Ratula Chakraborty, professor of business management at the University of East Anglia, has called for companies to be made to put any cut in pack size or quantity on the label.

She said: ‘Shrinking package sizes is a back-door way to increase prices without consumers noticing.

‘Studies show that consumers are four times more demand sensitive to a price rise than a corresponding package size cut.’

Ferrero, which owns Nutella, said rising product costs were the reason for the change in tactic which is known as 'shrinkflation' and has affected hundreds of products in recent years

Ferrero, which owns Nutella, said rising product costs were the reason for the change in tactic which is known as ‘shrinkflation’ and has affected hundreds of products in recent years

A spokesman for Ferrero, which owns Nutella, said rising product costs were the reason for the change.

The tactic of shrinkflation has been identified by the Office for National Statistics, which has had to take it into account when measuring the inflation rate.

In a study, it found that between September 2015 and June 2017, 206 products had shrunk.

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