SHOPPERS have been left outraged at the latest “shrinkflation” to hit Britain after flat Easter eggs were spotted on shelves.
Flat chocolate eggs that look like “potatoes” were being sold at a Morrisons, it was claimed.
New Galaxy Minstrels Milk Chocolate Easter Eggs look like someone “sat on them before they hit the shelves”, angry customers complained.
Furious Easter Egg hunters took to social media to slam the new shape and branded it “the latest victim of shrinkflation”.
It was branded “the sneakiest example of shrinkflation I’ve seen in a long time” online.
According to a Reddit user the problem could be mimicked across many of the big name brands.
One customer posted an image of the foil-wrapped Galaxy egg sitting horizontally decrying the off putting flat shape.
He wrote on Reddit: “Has anyone else noticed that this year’s Easter Eggs aren’t actually egg-shaped?
“Is this the latest victim of shrinkflation, or have we just collectively forgotten what an egg looks like?”
The golden foil wrapped around the almond shaped chocolate carries Galaxy’s logo, which the user said he purchased at Morrisons.
Another user agrees with the poster’s evaluation: “Yeah genuinely thought I was looking at a foil wrapped jacket spud here.”
Fury was unleashed in the comments as other buyers declared dissatisfaction with shrinkflation, which is when a product decreases in size while its price stays the same.
[bc_video account_id=”5067014667001″ application_id=”” aspect_ratio=”16:9″ autoplay=”” caption=”Morrisons shopper stunned after spotting whole aisle filled with Xmas treats” embed=”in-page” experience_id=”” height=”100%” language_detection=”” max_height=”360px” max_width=”640px” min_width=”0px” mute=”” padding_top=”56%” picture_in_picture=”” player_id=”default” playlist_id=”” playsinline=”” sizing=”responsive” video_id=”6361081807112″ video_ids=”” width=”640px”]Another Reddit user added: “They have been getting flatter every year.”
“Every f****** thing is getting more expensive, and every f****** thing is getting more s***,” one said.
“I’ve found quite a few foods now are either smaller, less quality, runnier. It sucks,” echoed another.
Another user said: “Just another way companies are scrimping on the costs. Honestly shocking.”
While the user bought the product at a Morrisons, where it costs £4, it can be found at most major grocery stores.
One review left on January 25 gave the product one star out of five and claimed they purchased the same product the week before, when it was 73p cheaper and contained a higher quantity by 13 grams.
They warned: “Do not buy this scam product.”
But some people found a humorous angle, instead scolding the disgruntled customer for buying Easter eggs in February.
“If that’s an egg it was laid by a young hen towards the start of her first laying season when weird shaped eggs are common,” one said.
These sweet treat meltdowns come as other stores have been slammed, not for the shape of the eggs, but for their sky-rocketing prices.
Cadbury Mini Eggs cost have soared with a 270g bag costing a whopping £4.85.
Customers have taken to social media, complaining: “the inflation doesn’t add up.”
The reason behind this spike supposedly is the rising price of cocoa and dairy, according to Mondelez International, the parent company of Cadbury.
Infuriated shoppers however are in disbelief over some of the prices, with some even threatening to abandon Easter eggs altogether.
A spokesperson from Mondelez International said: “We understand the economic pressures that consumers continue to face and raising prices is a last resort for our business.
However, as a food producer, we are continuing to experience significantly higher input costs across our supply chain, with ingredients such as cocoa and dairy, which are widely used in our products, costing far more than they have done previously.
Meanwhile, other costs like energy and transport also remain high. This means that our products continue to be much more expensive to make and while we have absorbed these costs where possible, we still face considerable challenges.
“As a result, we are having to make some carefully considered list price increases across our range so that we can continue to provide consumers with the brands they love, without compromising on the great taste and quality they expect.”
A Mars Wrigley UK spokesperson said: “At Mars Wrigley, our focus is always on offering great tasting, high quality chocolate at the best possible value.
“We have been actively looking at ways to absorb the rising costs of raw materials and operations, but unfortunately, the growing pressures mean that more needs to be done.
“Reducing the size of some of our products, whilst raising prices, is not a decision we have taken lightly but it is necessary for shoppers to still be able to enjoy their favourite Easter eggs without compromising on quality or taste.”
The Sun has reached out to Morrisons for a comment.
[boxout headline=”WHAT IS SHRINKFLATION?” intro=”Shrinkflation is when manufacturers reduce the size or quantity of a product, while keeping the price the same, explains consumer editor Lynsey Barber.”]Prices are rising and food and drink makers are reluctant to pass this on to consumers.
Instead, shrinking the item means the price tag doesn’t change. But shoppers get less for their money.
Some manufacturers have even put UP the price at the same time as making products smaller.
Another tactic used is known as skimpflation.
This is when the recipe of food and drink is changed to try and reduce production costs.
But shoppers still pay the same, or more.
It means shoppers won’t pay more when costs increase for the company making the item – but they will get less product.
Smaller products are easier for customers to digest compared to increasing prices, making it a popular option for manufacturers as it’s less noticeable.