Nescafé has reduced the size of its Original and Decaf coffee jars from 200g to 190g while keeping the price the same, sparking anger among shoppers. The 5% reduction means each jar now makes 105 cups instead of 111, costing consumers six fewer cups of coffee.
Shoppers have accused the brand of a “shrinkflation scandal,” with many expressing frustration on social media. Rosie Cumbers said: “Same price, less coffee. How is that ok?” Another customer, Lee Fretstone, called the pricing “extortionate.” However, some defended the move, noting the value compared to high-street coffee shops.
This is not the first time Nestlé, Nescafé’s parent company, has used shrinkflation. In 2022, it reduced Azera tins from 100g to 95g while holding the price at £5.49. Last Christmas, it also shrank Quality Street chocolates from 9.6g to 8.4g per sweet.
Retail analytics firm Trolley found that Nescafé’s 200g jars sold for £4.50 in July 2023, meaning shoppers now pay about 55% more per gram. A consumer rights analyst said: “Shrinkflation is becoming endemic across UK supermarkets.”
Nestlé defended the changes, citing rising coffee production costs. In a statement, the company said: “It has sometimes been necessary to make adjustments to the weight or size of some products.” It added that retailers set the final price.
