Family favourite brand shrinks dinner sauces but keeps price the same in ‘sneaky’ move leaving shoppers fuming
FAMILY dinners might be a bit thinner in future after sauce-maker Dolmio shrank its entire range of 500g jars by 10%.
The brand’s bolognese, pasta bake, pasta and lasagne sauces, which come in a variety of flavours, have all been reduced to 450g.
The jars – designed to serve four people – are designed to tip over meat or pasta for a quick and easy meal.
But customers have spotted that the glass packaging is smaller – although the £2.50 price tag has remained the same.
Dolmio’s creamy lasagne sauce – designed to serve five people – has also come down from 470g to 440g, but remains at £2.50.
Fuming on the social media X, formerly Twitter, one customer said: “Sneaky sneaky @dolmio_uk, jars are 50g smaller yet still the same price! Did you think we wouldn’t notice #shrinkflation.”
Another added: “@dolmio_uk increasing the price and making the jars 50g smaller. Sneaky.”
And a third said: “what’s the story with changing yer jar shape??? And making them 50g less??? and charging the same price????”
Dolmio blamed the changes on cost increases.
Its owner, Mars Food and Nutrition UK, said: “Like everyone, we’ve experienced significant cost increases across our raw materials and operations, something that we are continuing to see.
“We have been absorbing these rising costs for some time, but the growing pressures we are facing means we needed to take further action.
“While it has been a difficult decision to decrease the weight of our jars, our priority is continuing to provide our great products, without compromising on quality or taste.”
Shops can set their own prices though – and customers may find the item on offer.
Currently the 450g jars from Tesco is on a Clubcard deal for £1.65, against the standard price of £2.50.
The offer is valid on deliveries until September 3.
Sainsbury’s customers who have a Nectar card can also buy the sauces for £1.65.
What is shrinkflation?
When an item shrinks in size but the price stays the same, it’s a tactic known as shrinkflation.
It means shoppers won’t pay more when costs increase for the company making the item, but they will get less for their money.
Smaller products are easier for customers to digest compared to increasing prices, making it a popular option for food manufacturers as it’s less noticeable.
Sarah Coles, of the investment firm Hargreaves Lansdown, said: “Mars has a bit of a challenge on its hands right now, because it’s selling premium brands in the supermarket at a time when shoppers are trading down to own-brands in order to save money.
“Many of its products are also nice-to-haves, which means that customers can just leave them out of baskets altogether.
“Jumping on the shrinkflation bandwagon allows them to stick to key price points, without eating any further into profit margins, which makes perfect sense for the business.
“They’re highly unlikely to be the last food company to take this approach, so hungry consumers can expect smaller jars and increasingly tiny packets across the supermarket shelves in the coming months, particularly among premium brands trying to squeeze out a profit in a tough market.”
How to save on your supermarket shop
THERE are plenty of ways to save on your grocery shop.
You can look out for yellow or red stickers on products, which show when they’ve been reduced.
If the food is fresh, you’ll have to eat it quickly or freeze it for another time.
Making a list should also save you money, as you’ll be less likely to make any rash purchases when you get to the supermarket.
Going own brand can be one easy way to save hundreds of pounds a year on your food bills too.
This means ditching “finest” or “luxury” products and instead going for “own” or value” type of lines.
Plenty of supermarkets run wonky veg and fruit schemes where you can get cheap prices if they’re misshapen or imperfect.
For example, Lidl runs its Waste Not scheme, offering boxes of 5kg of fruit and vegetables for just £1.50.
If you’re on a low income and a parent, you may be able to get up to £442 a year in Healthy Start vouchers to use at the supermarket too.
Plus, many councils offer supermarket vouchers as part of the Household Support Fund.
Drinks brand Frijj is among the brands accused of milking customers by quietly shrinking the size of their milkshakes, without slashing the price.
The chocolate milk bottles decreased in size from a hearty 400ml portion to just 330ml, a drop of more than a fifth.
It means the supposedly “jumbo” milkshakes are now the same size as a regular can of Coca-Cola.
But the beloved milkshake, churned out by German yoghurt firm Muller, has maintained its £1.50 price point across retailers including Asda and Sainsbury’s, sparking rage among shake fans.
Last month, shoppers also noticed that Dairylea Dunkers multipacks now have three snack pots — still at the price of four.
Gran Tracey Brazil, 61, of Northampton, said: “My four grandkids absolutely love them but now I’ll have to fork out for an extra pack.”
Another popular snack that has recently been the victim of shrinkflation is Ritz, whose size has shrunk by 30%.
Families will be used to 200g packs of the Original and Cheese flavoured Ritz.
But much smaller packets are now on shop shelves. Most supermarkets stock 150g and 140g packets which represent a 25% and 30% weight decrease respectively.
A spokeswoman for Mondelez confirmed the move to shrink Ritz packs.
She told the Grocer: “We understand the economic pressures that consumers continue to face and any changes to our product sizes are a last resort for our business.”
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