Ice cream lovers are getting less for their cookie dough as brands reduce pack sizes and hike prices.
The frozen treat is the latest household item hit by “shrinkflation” – where snacks get smaller but prices get bigger.
Tubs of luxury brand Haagen-Dazs are now 40ml smaller than they used to be but cost an extra £1.15. And a 500ml tub of Ben and Jerry’s once priced at £4 is now 35ml smaller and costs £5.
Boxes of Magnums that used to be £3 for four bars now contain three for the same price. A one-litre tub of Kelly’s soft scoop ice cream used to cost £2.99 but is now 5ml smaller and £1.10 dearer.
And Mars ice cream bars now come in boxes of four, not six, for 10p more.
Ice cream lovers vented anger online, one saying: “I got my usual today. Same price, 10ml less. Shrinkflation in action.”
Consumer champion Martyn James said: “Businesses try it on with shrinkflation but suddenly your customers realise they’ve been ripped off.
“The cost-of-living crisis has had an impact but people I speak to say they’d rather firms tell them honestly about price hikes.”
Inflation caused food prices to rise by 16.8% in the year to December, with milk and eggs hit by the largest hikes.
Unilever said it was “mindful of the pressure shoppers are feeling”, adding: “We regularly review ranges to ensure we continue to offer choice and value through a range of products and sizes.”
The other firms did not respond to requests for comment.
