Cadbury has made a change to its popular Cadbury Animals biscuits which has left fans unhappy. The chocolate coated animal-shaped biscuits used to come in a multipack with seven smaller packs inside.
But now that has been reduced to five packets, although the price remains the same at £1.25. One shopper said: "[Fewer] Animals in the packet for the same price. Why not put the price up a little and keep the contents the same?"
The now common practice of reduding the size of a product but keeping the price the same has been dubbed 'shrinkflation'.
Another shopper wrote: "Another staple off the food shop, as Cadbury decided not just to increase the price of their Animal biscuits, but also reduce the pack size."
A Cadbury spokesman said: "We've made the decision to decrease the amount of packs in Cadbury Animals so that we can continue to provide the great taste and quality our fans expect."
A spokesman for Mondelēz International, Cadbury's parent company, told The Mirror that essential ingredients including sugar and cocoa have become increasingly more expensive, meaning production costs have also spiked.
They said: "We understand the economic pressures that consumers continue to face, and raising cost 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 sugar, which are widely used in our products, costing far more than they have done previously."
The original Cadbury Animals are currently still available from retailers including Sainsbury's and Morrisons online. The Mirror has contacted Cadbury to confirm whether they will be pulled from shelves following the rebrand.
