Bisto has been accused of engaging in 'shrinkflation' after reducing the size of its gravy granule tubs while maintaining the same price point. The popular gravy brand, owned by Premier Foods, has quietly downsized its 185-gram tubs to 170 grams, but the product continues to retail at £3.
New Recipe and Smaller Packs
A spokesperson for Premier Foods explained that the change is part of a broader relaunch of the Bisto sauce range. They stated: “We’ve recently relaunched our Bisto sauce range with a new and improved recipe to deliver better flavour and quality for consumers. As part of that relaunch, the pack size changed from 185g to 170g.” The company emphasised that they strive to keep prices low through internal cost-saving measures and investments in manufacturing, but noted that final prices are set by retailers and can vary.
Consumer Backlash
The reduction has not gone unnoticed by shoppers, who have taken to social media to express their frustration. Many feel that shrinkflation is a deceptive practice, as it effectively raises the price per gram without an obvious price increase. This sentiment was echoed by financial expert Martin Lewis, who recently commented on the phenomenon. After a fan shared an image of two Mokate Gold Premium Latte Caramel packets—one with 10 sachets and the other with 9—Lewis remarked: “Because it feels duplicitous, like they're trying to pretend it doesn't happen and they hope you won't notice. Price rises are more transparent.”
Other Brands Follow Suit
Bisto is not alone in this trend. Earlier this month, Pukka Pies reduced the size of their Steak Slices from 170 grams to 140 grams—a 17 per cent cut—while the price dropped from £1.95 to £1.75, an 11 per cent decrease. The company stated that the update was necessary to maintain value and quality for customers. As shrinkflation continues to affect a range of products, consumers are urged to check unit prices to ensure they are getting the best value for their money.
