A hole lot less! Now shrinkflation hits jam doughnuts as Co-op reduces the number of snacks in a pack from five to four

Packs of jam donuts have become the latest food item to be hit by shrink inflation after the Co-op reduced the number of snacks per pack from five to four.

The supermarket chain has cut the size of its multi-pack jam donuts, angering shoppers who are already having to cut back amid the cost of living crisis.

But Co-Op isn’t the only culprit: other eagle-eyed consumers have also noticed the impact of shrinking – where the weight of an item drops but the price doesn’t – with some Tesco products.

The retailer’s milk chocolate raisins are 50g lighter but the price remains the same. Previously selling for £1.60, a pack of noodles now costs £1.75, despite also being 50g lighter.

It comes after MailOnline reported that popular chocolate boxes such as Cadbury’s Roses and Nestle’s Quality Street have also seen their boxes shrink by 50 per cent over the past decade.

The news that Co-Op had reduced the size of its donut packs first appeared on X (formerly Twitter) after video journalist Eddie Mitchell posted a photo of smaller donut packs.

He said: “There used to be 5 donuts in a pack #co-op.”

Shoppers are now unable to buy packs of jam donuts on the Co-Op website as it states that the item is “currently out of stock”.

You can bring in a pack of four for £1 instead, which works out at 25p per donut.

In addition, Tesco shoppers have also suffered the effects of shrink inflation as the size of their own brand milk chocolate raisins has been reduced by 50g.

Previously, people could buy a 200g pack of the tasty treats for £1.10, but the price has now been reduced to 150g, keeping the same price.

Meanwhile, packs of Blue Dragon whole grain noodles were previously sold in 300g packs for £1.60.

However, Tesco is now selling 250g packs at an increased price of £1.75, which equates to an extra £1.66 per kg.

Other brands have also reduced the size of some of their products, with McVities reportedly reducing the number of Jaffa Cakes per pack from ten to nine.

One angry customer who made the discovery wrote on X: “When you unpack your next purchase, take a good look around. Not only are everything much more expensive, they are also much smaller.

“Shrinkflation, galloping Shrinkflation. Not to mention the quality.

“Anyway, that’s what masquerades as a package of Jaffa cakes these days.”

MailOnline recently reported that tins and tins of popular chocolate boxes such as Cadbury’s Roses, Nestle’s Quality Street and Mars Celebrations are also suffering from shrink inflation.

MailOnline research has found that the size of roses has dropped by 50 per cent over the past 14 years – from 1,100g in 2009, then 660g in 2018 and now to 550g.

Celebrations have decreased from 975g in 2009, 650g in 2018 and now 600g; while Quality Street has dropped from 1200g in 2009, 720g in 2018 and now 600g.

In 2009, all three products cost £10, which by 2018 had fallen to £5. But that £5 price remains the same today, although there are discounts for those on supermarket loyalty schemes such as Tesco’s Clubcard and Sainsbury’s Nectar.

Deborah Lee Cowell’s TikTok video, which she says compares the shrinking size of two Celebrations boxes from 2009 to today, has gone viral.

In recent days, other consumers have taken to social media to complain about shrinking products ranging from shower gel to cereal, butter to toothpaste.

In the TikTok video, Ms Cowell says: “It’s a festive box today with a tiny best before date and it weighs 600g.

“And the one I’ve kept in my dog ​​treat cupboard for years has an expiration date on it, nice and big for you to read, 3/29/09, and it’s 975g. That makes all the difference.

Ms Cowell posted the clip with the hashtags “#celebrationchocolates #smallersizebiggerprice #dotheythinkwewontnotice #fyp” – and it received more than 18,000 views.

A spokesman for Mars Wrigley UK, which organizes Celebrations, told MailOnline: “At Mars Wrigley UK we are always focused on offering our great quality chocolates at the best possible price.

“We have been actively looking to find ways to cover rising costs of raw materials and operations as we know the rising cost of living has impacted both consumers and businesses across the UK.

“Unfortunately, growing pressure means more needs to be done. “Reducing the size of our products while increasing our prices is a decision we have not made lightly, but is necessary to ensure customers can still enjoy their favorite combination of Celebrations treats without compromising quality or taste.”

A spokesman for Nestle, which makes Quality Street products, told MailOnline: “Quality Street tins and tins are not sold throughout the year.

“Each year we introduce a new Quality Street line in formats, sizes, weights and suggested retail prices based on a number of factors including production, ingredient and transportation costs, as well as the preferences of our customers and consumers. Final prices are always at the discretion of individual retailers.

“This year our store stock range includes a 1.936kg tin, 813g tin, 600g tin, 357g pouch and 220g box. We believe this range and pricing is competitive and offers consumers wide choose”.

And a spokesman for Mondelez International, owners of Cadbury, which produces Roses, said: “We understand the ongoing challenges facing customers in the current economic climate, which is why we are committed to covering costs wherever we can.

“However, we continue to incur significant increases in raw material costs in our supply chain, which means we have had to make difficult decisions, such as reducing the weight of our Roses tubs slightly.

“We have carefully considered the approach we take to our UK product portfolio to ensure we continue to produce the highest quality products at the best prices.”

MailOnline has contacted Tesco and Co-Op for comment.