Consumers Criticize Kellogg’s for Downsizing Popular Cereal

Kellogg’s has faced backlash from consumers following a decision to reduce the size of its popular Crunchy Nut cereal while maintaining the same price. The new 460g boxes are being sold at £3.40, which is the same price previously charged for the now discontinued 500g boxes. This change has sparked outrage among shoppers, who perceive it as an example of “shrinkflation,” a term used to describe the practice of reducing product size or quantity while keeping prices unchanged.

The Crunchy Nut cereal, which Kellogg’s recommends in a portion size of 30g, means that consumers will receive one less serving per box. Many customers took to social media to express their dissatisfaction, with one individual stating, “How we all are robbed in daylight.” This sentiment captures the frustration felt by many as they navigate rising food prices in a challenging economic environment.

In addition to the changes to Crunchy Nut, Kellogg’s has also reduced the number of Rice Krispies cereal bars in multipacks from six to four. This trend is not isolated to Kellogg’s; other brands, including Mondelez, which owns Cadbury, have also cut the sizes of their multipacks for products like Dairy Milk and Twirl.

Kellogg’s defended its decision, stating, “The pack size change simply reflects what it takes to keep making the cereal.” This response highlights the ongoing challenges faced by food manufacturers as they attempt to balance production costs and consumer expectations.

Retailers Respond to Consumer Concerns

Andrew Opie, Director of Food & Sustainability at the British Retail Consortium (BRC), emphasized that retailers are actively working to manage costs while remaining transparent with customers. He explained that alterations in product size and pricing are primarily determined by the brands themselves, reflecting the increased costs of production.

Opie remarked, “Prices and sizes of all products are clearly labelled so that customers can make informed decisions about their purchases.” This approach aims to empower consumers, allowing them to understand the value they receive for their money.

As inflation continues to impact food prices globally, shoppers are becoming more vigilant about the products they choose and the prices they pay. The situation with Kellogg’s and other brands illustrates the broader trend of consumers grappling with rising living costs while seeking value in their purchases.

The response from consumers and retailers alike highlights the need for transparency and accountability in the food industry. As the conversation around shrinkflation grows, companies will need to navigate the delicate balance between maintaining profitability and meeting consumer expectations.