Shrinkflation Alert: Mars to reduce pack sizes of M&M’s, Maltesers

First it was Coca-Cola, then it was Cadbury, then it was Toblerone. The number of companies that specialize in junk food that are beginning to partake in the shrinkflation – charge the same price or more for a smaller quantity – craze continues to grow.

You can add Mars to the list of brands embracing shrinkflation.

The London Guardian reports that Mars is shrinking the package size of M&M’s, Maltesers and Minstrels by up to 15 percent. The prices will remain unchanged.

Here is what the sizes will be:

– M&M’s: 140 grams, down from 165 grams.
– Maltesers: 93 grams, down from 103 grams
– Minstrels and Revels: 10 percent lighter.

Mars is blaming the trend on increasing transit costs and rising ingredient prices.

“We have been absorbing rising raw material and operational costs for some time, but the growing pressures mean that we can’t keep things as they are. Reducing the size of our products is not a decision that we take easily,” Mars said in a statement.

Will consumers ultimately not notice the difference? That is what the corporations are hoping. However, a recent study has found that 35 percent of consumers would stop purchasing a product if the company cut the portion size by up to 15 percent.

“Our data indicates that these companies are treading a fine line,” said Stephen Harmston, head of YouGov Reports, in a statement. “Consumers will only accept a certain degree of downsizing before they look elsewhere, and would rather pay a bit more in order to preserve the portion sizes they have now.”

Shrinkflation is generally the first step towards skyrocketing price inflation.