No additional measures are needed to make it clear that smaller amounts are being sold because changes are already 'completely transparent' and listed on the company website, one boss said.
Major brands have denied so-called 'shrinkflation', despite selling smaller quantities of a product for similar prices, saying there was no need for greater transparency as reductions are put online and shoppers are 'savvy'. A boss at Kraft Heinz told the MPs at the Environment, Food and Rural Affairs Committee that reducing the percentage of beans in a tin, without bringing down the price, was not shrinkflation.
' Read more from Sky News:Cadbury cuts the size of its Dairy Milk sharing bar'Shrinkflation' and 'skimpflation' bite shoppers 'Shoppers are super savvy' When asked if there was a greater need for transparency on pack size reductions, Mr Woodward said any changes made were already 'completely transparent'. 'We'll put it on our website so that we make sure we're clear about the grammage, and it's on all our tickets.
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