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McVitie’s Digestives To Shrink 20% - That's SEVEN Biscuits

January 22, 2018, 3:00 PM
  • Biscuit packets will shrink by 20%
  • Going from 500g to 400g
  • Change is blamed on rising cost of ingredients
  • Toblerone, Coke, and Jaffa Cakes are also victims of ‘Shrinkflation’
You’ll get seven biscuits less per packet. Image: Latest Deals

Packs of McVitie’s Digestive biscuits are going to shrink by 20% in January, as seven biscuits will be missing from packets.


The packets are currently 500g and contain 34 biscuits, but they’ll be going down to 400g from the end of January.

It’s blamed the reduction, known as ‘Shrinkflation’, on rising costs of ingredients from the fall in the value of Pounds Sterling since the Britain voted to leave the EU in 2016.

Nick Bunker, managing director for Pladis which own McVitie’s, said, “The rising cost of ingredients and changes in the exchange rates means it have become more expensive to bake our biscuits.

“We’re announcing this now, before they come fully into effect, because we want to be completely open and transparent with our customers and consumers.”

‘Shrinkflation’ has also affected Coca Cola recently, 1.75 litre bottles will go down to 1.5 litre, and 500ml bottles will go up in price from £1.09 to £1.25.

Jaffa Cakes have also shrunk in size- boxes that used to have 12 cakes now have just 10; and Toblerone bars were shrunk in size in 2016 by having bigger gaps between the chocolate triangles.

Ryanair has also done its’ own version of ‘Shrinkflation’ by changing how much you can take as hand luggage.

The smaller Digestive packets may also cost you the same amount- McVitie’s said that any pricing changes will be at the discretion of the retailer.

Where else can you get them?

Iceland sells Crawford’s Digestives for 50p; Tesco sells its own Digestives for 45p; and Lidl sells Tower Gate Digestives for 31p.

Is McVitie’s taking the biscuit? What do you think? Let us know in the comments!

over a year ago

When you see a tiny pack of McVitie's Digestives next to a home brand bigger pack - which is less than half the price - which will you go for?

If McVitie's thinks brand loyalty alone will keep people buying they must be crazy.

I'm also guessing this is the first of many to come from McVitie's?

AgnesFaludiover a year ago

I think Lidl and Aldi have their own Digestives cheaper. Even the packaging looks the same.

I do not really buy these products. They high in sugar and not so tasty.

But I was shocked when I got my Christmas cake from Sainsbury's and it shrink down from 1000g to 900g, the price did not change, but I would pay a bit more for the bigger one and also the potions did not change, so the smaller cake still meant to feed 20 people what will never happen, just if we give them tiny sizes of bites....

JohnCalverleyover a year ago

buy Asda digestives 35p and just as good,I now never buy anything else!

JohnCalverleyover a year ago

Forget Mcvities try Asda's own wonderful and only 35p

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