Magnum multipack suffers ‘shrinkflation’ as Unilever looks to reduce cut costs

Consumer goods company, Unilever has made the size of its Magnum multipacks smaller, as inflation continues to push up the price of grocery products.

In a bid to mitigate these rising costs, the ice cream brands 110ml sticks will now be made to 100ml, sold in 4x100ml multipacks.

This change will affect flavours including classic, white chocolate, almond, caramel and mint.

Magnum’s, which are currently being sold across grocery channels and in each of the Big 4 grocers, were warned to see a price rise among other Unilever products earlier this year due to ‘accelerated’ input costs through the first three months of 2022.

Priced at £3.20 in Morrisons and on offer in Sainsbury’s for £2.50 at the time of writing, Magnum’s white chocolate multipacks are being sold for £3.25 in both Asda and Tesco.

READ MORE: Ben & Jerry’s sues Unilever to prevent sale in illegally occupied West Bank

A spokesperson for Unilever told The Grocer: “We regularly review our product sizes and pricing, and we are committed to ensuring shoppers enjoy great value for money from our brands.”

They added that Unilever was “currently experiencing large increases in the costs of some of our raw materials including some of the high-quality ingredients in Magnum.”

“When this happens, we will always try to absorb as much of the cost pressures ourselves before increasing our prices.

“The retail price of our products is always at the sole discretion of the retailer and we, like all manufacturers, only provide a recommended retail price.”

In May, Britsuperstore revealed chocolate was the most complained about FMCG ‘shrinkflation’ product as 25% of 600 consumer comments surveyed spoke of chocolate in a negative light.

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