UK – Kellogg’s iconic Corn Flakes have become a focal point of consumer frustration as the company has quietly reduced the size of its cereal boxes while maintaining prices in the UK market.
This change has left many shoppers feeling cheated, as they now receive fewer products for the same cost. Reports indicate that half of Kellogg’s pack sizes have decreased by up to 50 grams, leading to significant consumer dissatisfaction.
The changes are evident across various box sizes. For instance, a 720g box has been reduced to 670g, while the 500g option has seen a drop of 10%, now weighing in at just 450g.
Despite these reductions, prices remain high; a 670g box costs £3.20 (US$4.15) at Tesco, comparable to the price of the previous larger box just a few months ago.
The smaller 450g box is now priced at £2.19 (US$2.84), a slight decrease from the previous 500g box that was priced at £2.25(US$2.92).
Notably, while Tesco has kept prices consistent despite the size reductions, other retailers have not followed suit, further aggravating consumers.
Shoppers have taken to social media and retailer websites to voice their frustrations. One customer expressed on Tesco’s platform, “You don’t eat less just because it is in a smaller packet. Now you just need to buy more frequently. So who is really benefiting here? Not the consumer.”
Another echoed this sentiment, stating, “Dear Kelloggs, you sell Corn Flakes not gold flakes,” pointing out that this is not the first instance of product shrinkage.
The previous reduction from 790g to 720g occurred in 2019 when the price was significantly lower at £2.69(US$3.49).
The situation has been further complicated by Kellogg’s marketing strategy. Some consumers were outraged to find the new 670g box labeled as “New” on Tesco’s website, when in fact it was merely a smaller quantity for the same price.
One shopper commented, “Lovely product but I am fed up with items being described as new when in fact it is just less product for the same amount of money.”
While other box sizes, such as the 250g and 1kg options, remain unchanged, the focus has primarily been on the affected sizes.
The blame for the price and size discrepancies appears to be shifting between retailers and the manufacturer. Kellogg’s maintains that pricing is ultimately determined by retailers, while Tesco insists that manufacturers should clarify pricing strategies.
A Kellogg’s spokesperson stated, “Kellogg’s Corn Flakes are available in four different box sizes to suit different shopper preferences and needs.
‘’As the cost of ingredients and production processes increase, it costs us more to make our products than it used to.”
This situation exemplifies the phenomenon known as shrinkflation, where companies reduce product sizes while keeping prices steady or even increasing them.
This practice has become increasingly common, leading to consumer frustration as they feel the impact on their wallets without any corresponding increase in value.
As shoppers navigate this new reality, they are left questioning the integrity of brands they have trusted for decades.
As Kellogg’s Corn Flakes continue to grace breakfast tables, consumers are urged to check box sizes closely to avoid falling victim to these subtle yet significant changes.
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