Fans of luxury ice cream brand Häagen-Dazs appear to be the latest victims of the 'shrinkflation' phenomenon after the brand revealed they are reducing 500ml tubs to 460ml whilst keeping the £5.35 retail price the same.
The US-owner of the premium ice cream brand said they “haven’t taken this decision lightly” with the reduction in size due to the rising costs of ingredients.
Political unrest and environmental damage in Madagascar is being credited with the rising costs of vanilla used by Häagen-Dazs in their ice creams.
A spokesman for the ice cream brand said: “Like many businesses we have been affected by rising commodity prices. Our commitment to only using premium ingredients has left us susceptible to price increases.
“We recognise shoppers are under pressure financially and haven't taken this decision lightly.”
Häagen-Dazs is not the only brand to reduce the size of their product whilst keeping the same cost for consumers though as last year The Office of National Statistics found as many as 2,529 products have been subject to shrinkflation over the past five years.
Alex Neill, of consumer rights watchdog Which?, told The Mirror: “Time and again we’ve seen popular products shrinking while the price stays the same, and this latest example will leave ice cream lovers feeling cold.
"Manufacturers and retailers should be up front about any changes to their products so customers can make an informed choice about how to spend their cash.”