Tins of tuna seem lighter, there are fewer chunks in a chocolate bar . . . are food companies using a recession-fuelled strategy to reduce the size of their products rather than increasing prices?
Last year compaigning organisation Which? found a whole host of products ‑ from Branston pickle, Dairylea cheese spread to Kellogg's Coco Pops – were offering customer less for their money. In 2011 Cadbury reduced the size of its 140g bar of Dairy Milk to 120g – so customers got two chunks less. Then, when they relaunched their 49g bars, they dropped them to 45g. While back in September Nestlé slimmed down its Quality Street tins from 1kg to 820g.
"The bigger the brand, the harder they fall," says Mitchell. "So those with a good reputation shouldn't go near unethical practices because the more people believe in you the stronger the backlash would be."
One brand that seems to have taken this advice to heart is Wagon Wheels. Despite repeated insistence from customers that the old school treat is getting smaller, Burton's Biscuit company says the confectionary remains the same. So why are customers suspicious? As Burton's patiently explain on its website: "Most often our first Wagon Wheel experience is in childhood, and hence our hands are much smaller."
