Shrinkflation bites again! Magnum Minis get even smaller (price stays the same)

Pippa Hudson interviews consumer journalist Wendy Knowler.

Listen below.

A listener, Lesley, recently reached out to highlight the latest victim of shrinkflation: Magnum Minis.

She noted that, previously, a box contained six ice creams at 60g each, but on her latest purchase, the box held just five, now weighing 55g each.

The price, of course, hasn’t budged.

"That is a double whammy and double annoying."

- Wendy Knowler, Consumer journalist

Frustrated, Lesley wrote to Unilever, calling the change 'a devious move at the expense of unsuspecting consumers'.

Ayanda from Unilever’s customer engagement centre acknowledged the disappointment and explained that the change was driven by rising costs.

To remain competitive, Unilever reduced the packaging from six 60ml ice creams to five 55ml ones. This adjustment, they said, allows the company to maintain product quality without imposing a significant price increase.

Unilever believes this decision is in line with industry standards and ensures customers continue to receive a good experience, Ayanda added.

"My argument is, do it transparently."

- Wendy Knowler, Consumer journalist

Scroll up to the audio player to listen to the interview.