Fewer crackers in Ritz boxes but price remains same

The number of Ritz crackers per box has been reduced by up to 30% but the price has remained the same.

The size difference was first highlighted by The Grocer and confirmed by Mondelez, which owns the Ritz brand.

Mondelez is being accused of "shrinkflation", where prices are kept the same but content reduced.

Shelf prices in popular British supermarkets have remained the same with a box costing £1.25 in Tesco and Asda and £1.50 in Morrisons.

The 200g packs of Original and Cheese crackers have now been replaced by packs weighing 150g and 140g.

A spokesperson for Mondelez International confirmed the size change to the BBC.

“We understand the economic pressures that consumers continue to face and any changes to our product sizes is a last resort for our business," they said, adding that the food producer is experiencing "significantly higher input costs" across its supply chain as ingredients cost far more than they had previously.

It added that costs for energy, packaging and transport remain high.

Global inflation - the rate at which prices rise - has come down from its peaks last year but continues to squeeze household budgets and raise operational costs for many businesses. Meanwhile, elevated energy costs have also meant rising business costs are passed on to consumers either in the form of less product for the same price, or a more expensive product overall.

“As a result of this difficult environment, we have had to make the decision to reduce the weight of some of our products, so that we can keep them competitive, and not compromise on the great taste and quality that our fans enjoy,” the spokesperson added.

Other products facing shrinkflation

Earlier this year, Which? revealed other examples of Shrinkflation in British supermarkets.

In January, the following items were said to shrink in size but cost the same or go up in price:

• Listerine Fresh Burst mouthwash shrank from 600ml to 500ml. At Tesco it also went up in price by 52p

• PG Tips Tasty Decaf Pyramid tea bags went from containing 180 bags to 140 at a number of supermarkets

• Kettle Chips Sea Salt and Crushed Black Peppercorns Crisps shrank from 150g to 130g at Tesco

• Yeo Valley Organic Salted Spreadable went from 500g to 400g at Sainsbury's and Tesco

Which? said its research showed shoppers are often left paying more for less.