Key supermarket rice item shrinks in size but prices remain the same
A POPULAR supermarket item has shrunk in size but shoppers are still being charged the same prices.
Pouches of Ben's original rice have shrunk from 250g to 220g to mitigate soaring costs.
Mars, the manufacturer of Ben's rice, justified the move as it battles "significant cost increases".
But it means that shoppers will be left paying the same price for less rice.
Food prices soared by 16.8% in the year to December, with basics such as milk, cheese and eggs seeing the largest increases.
A spokesperson for Mars said: "We have been absorbing these rising costs for some time, but the growing pressures we are facing mean more needs to be done.
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"While it has been a difficult decision to decrease the weight of our ready-to-heat pouches, we believe we are still providing nutritious, great-tasting, quality products that offer value for money."
Manufacturers can't force retailers to lower their prices.
Right now, Morrisons customers can get 250g packs of Ben's Basmati rice for £1.
But the newer, smaller 220g pouches are also on sale for the exact same price.
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This means that if shoppers were to get hold of the remaining larger pouches they'd only fork out 40p per 100g, but if they were to get the new pouches it costs 45p per 100g.
It's the latest example of something known as shrinkflation, which is when items shrink in size or quantity, while their prices remain the same or increase.
Shrinkflation most commonly affects food and drink products - and it's an easy way for manufacturers to cut costs.
Rising the price per given amount is a well-oiled strategy used by companies, mainly the food and beverage industries, to stealthily boost profit margins or to cement them in times of rising input costs.
It is a form of hidden inflation as shrinkflation often goes unnoticed by customers.
Companies run the risk of turning customers away from a product or brand if they do notice they are getting less for the same price.
Other items recently affected by shrinkflation include bottled beers, frozen vegetables, cheese, tea and coffee.
You can compare the prices of products across a range of supermarkets by using sites like and .
It's important to remember that prices can change from day to day if new offers come about if the supermarket raises prices - so take any prices you find online with a pinch of salt.
How can I cut my grocery costs?
Research what you need before you go. Prices always vary by supermarket and it can pay to change up your shop.
One shopper ditched going to supermarkets altogether in favour of their local wholesaler, that way they could stock up in bulk, at lower prices.
You can also cash in on reduced foods like yellow sticker bargains - these will be items reduced because they're about to meet their best-before date.
They'll still be safe to eat or freeze to make them last longer, but it means you can pick up the same products at an even cheaper price.
Sometimes even timing your shop to stock up just as items are discounted on the shelves can help you get the best bargains - lots of shoppers have said this is in the evening typically.
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But being smart about how you shop isn't the only way to slash spending.
Especially as prices continue to rise, there are schemes in place to help the most hard-up buy essentials.