Fewer biscuits for your buck thanks to Brexit: McVitie’s to shrink packet size

By Gill Hyslop contact

- Last updated on GMT

McVitie's owner pladis has announced that Brexit is having an effect on its products, and McVitie's is in line for shrinkification. Pic: pladis
McVitie's owner pladis has announced that Brexit is having an effect on its products, and McVitie's is in line for shrinkification. Pic: pladis

Related tags: Mcvitie's

Pladis UK has announced it is reducing the size of the McVities Digestive biscuit pack, thanks to a weak sterling following Brexit.

The company is one of many in the UK to shrink the sizes of their products, due to the drop in the pound caused by Brexit.

According to pladis, the Brexit effect has pushed the costs of ingredients up, forcing the company to switch from 500 g packets to 400 g – equivalent to removing around seven biscuits from the pack of 34.

The company said it is making the quantity move in order to retain the quality of the biscuits.

However, a company spokesperson told BakeryandSnacks the 400g pack will have a slightly reduced recommended retail price of £1.15, versus" the RRP of £1.25 for the 500g pack, however, “price is ultimately at the discretion of the retailer.”

Shrinkification

”The rising cost of ingredients and changes in the exchange rates means it has become more expensive to bake our products,”​ said Nick Bunker, UK and Ireland managing director of pladis.

The company also noted around 10% of its 700 products – which include HobNobs and Jaffa Cakes – have already been or are in the pipeline to be shrunk down.

Bunker added the change was necessary ”in these challenging times”.

Pladis was established in January 2016 when Yildiz Holding brought together United Biscuits, Ulker, Godiva Chocolatier and DeMet’s Candy Company as one global business.

The biscuit and confectionery producer is the largest food company in Central & Eastern Europe, Middle East and Africa, posting an annual turnover of $5.2bn.

Related topics: Snacks, Manufacturers

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