Lurpak sparks outrage as it quietly slashes size of butter
Lurpak sparks outrage as it quietly slashes size of butter
PA
Butter brand Lurpak has sparked fury after it became the latest victim of shrinkflation.
The size of its butter blocks have been reduced by 20 per cent.
Arla Foods, the manufacturers behind Lurpak, announced it would phase out its 250 gram packs last month.
The packs are being replaced by those weighing 200 grams.
The price oof the butter has increased substantially over the past 12 months
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Butter blocks by Anchor will also be impacted by Arla Foods' decision.
The cheapest 250gram pack of Lurpak’s unsalted butter used to cost £0.90 per 100grams.
However, the cheapest 200gram pack now costs £0.95 per 100grams.
Danny Micklethwaite, VP of marketing at Arla Foods, said: “We’re aware that the cost of living crisis has put pressure on shoppers’ available spend, and we want to make our price points more accessible for shoppers, which we believe can be achieved, by reducing our pack sizes.
A number of brands have suffered from shrinkflation
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“There are many different factors that affect the price consumers pay in store.
“These are set by the retailers themselves, but we work extremely closely with our retail partners to ensure we deliver tasty, quality dairy at the best possible price for both shoppers and our farmer owners.”
Britons who have been struggling with the cost-of-living crisis have witnessed butter prices soar.
The price of butter across all brands rose by 15 per cent over the last year.
Overall food inflation stands at 19 per cent over the past year, data released last week has revealed.
Overall food inflation stands at 19 per cent over the past year, data released last week revealed
PA
The figure also stands at 19 per cent across the European Union but recently fell below double-digits in the United States.
But Lurpak follows other examples of products falling victim to shrinkflation.
Hellmann’s mayonnaise at Tesco was reduced from 800 gram jars to just 600 grams.
Packed-lunch essentials Mini Cheddars and even the popular Magnum ice creams have also been reduced in size in recent months.