KELLOGG’S has been ridiculed for claiming it shrunk packs of Corn flakes to reduce “cereal dust” and “broken flakes”.
The food giant has cut bigger family packs from 790g to 720g but kept the recommended retail price at £2.69.
Lifelong Corn flakes fan Roy Parsons, 61, fired off a complaint to Kellogg’s after spotting the shrinkflation on a trip to the shops.
The widower said: “When I picked the packet up on the shelf it didn’t seem right. As an accountant I suppose I have an eye for numbers and I thought, ‘I am sure this used to be 790g’. So when I got home I compared them and I was right.”
Kellogg’s outlined its reasoning in a reply to Roy. It said: “We had consumers reporting increased amounts of cereal dust or broken flakes at the bottom of large cereal packs.
“Our food quality checks revealed this was due to bags being overfilled. To rectify the issue we have changed the weight from 790g to 720g.”
Grandad Roy, of Sevenoaks, Kent, hit back: “It is a ridiculous excuse. If that is a problem, use bigger bags. Cutting the amount has made no difference — there is still cereal dust at the end of the 720g box.
“The real reason, as always, with firms cutting packs but not prices is to increase profits.
“Why can’t Kellogg’s just be honest with customers. Increase the price if they need to, or if they must reduce the size then make it clear on the packaging.” Retail expert Prof Ratula Chakraborty, from the University of East Anglia, said: “Cereal dust is common in boxes of all sizes, and reducing the amount by 70g won’t make any difference.
“It’s a silly excuse. It seems as if Kellogg’s is using the common tactic of shrinkflation to pass on a price rise by stealth.”
Kellogg’s confirmed the reduction in size, and said: “These boxes were being overfilled, causing quality issues.”
It comes after we told earlier this week how McVitie’s had cut the number of biscuits in Hobnobs Creams packs from 15 to 12.
Maker Pladis claimed the reduction “simplifies the shopping experience”.