Kellogg’s said the reduction in weight was down to a cut in sugar levels, and not a result of ‘shrinkflation’
A CHANGE in recipe means boxes of Coco Pops have shrunk – but prices remain the same.
Kellogg’s, the manufacturer of the breakfast cereal favourite, has cut down the level of sugar in the Coco Pops recipe by 14 per cent, which has resulted in lighter packets.
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 cost the same as the old boxes, at £3.75 (large box) and £2.69 (smaller box)
According to trade magazine The Grocer, the new, lighter packs rolled out in February cost the same as the old boxes, at £3.75 (large box) and £2.69 (smaller box) in most supermarkets.
A spokesperson for Kellogg’s said that although the boxes are lighter, each pack actually contains more Coco Pops.
They said: “By removing some of the sugar in the recipe and changing the coating, each Coco Pop weighs less than the previous recipe.
“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 per cent.
“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 per cent increase.”
The shrinking of food packaging while keeping prices the same has been dubbed “Shrinkflation”, but Kellogg’s says its reduction in weight is only because of the change in recipe.
Kellogg’s said that by removing some of the sugar in the recipe and changing the coating, each Coco Pop weighs less than the previous recipe
Since the EU referendum last June, manufacturers and supermarkets have been quietly cutting the weight of their products while keeping prices the same.
Research undertaken for Channel 4 Dispatches recently found that packs of British bangers from Sainsbury’s, turkey fillets from Asda, and frozen chips from Iceland have all been cut down in size – but not in price.
Shrinkflation has also hit a number of well-known chocolate bars, such as Kit Kat and Toblerone, which notoriously spread out its pyramids towards the end of last year.
The Sun Online has also reported how Birds Eye has already shrunk packs of fish fingers, and Tropicana has reduced the size of orange cartons – but the price has stayed the same.
(ThesunUk)
