MARKS & Spencer has made its top-selling flapjacks smaller while keeping the price the same.
The retailer even suggested that sweet-toothed shoppers prefer “smaller snacks”.
The shrinkflation has hit M&S’s Belgian chocolate flapjack, down to 60g from 80g, the millionaire shortbread and Rocky Road (both 50g instead of 68g) and gluten-free salted caramel hazelnut millionaire (down to 62g from 83g).
All are a quarter smaller but the same price: £1 in most stores and £1.10 in some city outlets.
Customers branded it “daylight robbery” and asked why M&S was shrinking food while paying celebs Ant and Dec and Amanda Holden tens of thousands of pounds to provide voices at self-scan tills.
M&S replied with various excuses, telling Gavin on Twitter: “The bars have a new size as it was part of our strategy to provide a smaller treat for the customer.”
He blasted back: “You know these flapjacks are really tasty if only they were smaller (said no one ever).”
In other posts, M&S blamed the rising cost of ingredients.
The Sun revealed earlier this year how 200 supermarket products had been hit by shrinkflation in two years, including Andrex toilet rolls, Maltesers and Birds Eye fish fingers
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