That takes the biscuit! McVitie’s to cut up to 7 digestives from its packs

THE makers of McVitie’s Digestives are shrinking packs by the equivalent of seven biscuits.

The decision to cut standard packs from 500g to 400g is said to have been driven by an increase in costs. The new, smaller packs will go on sale shortly, but it is not clear if the price will change. The 500g pack costs around £1.

The fall in weight is equivalent to seven fewer biscuits, bringing the figure down to 27. Typically, food manufacturers and supermarkets shrink products and keep prices the same in a tactic that has come to be known as ‘shrinkflation’.

McVitie’s can trace its roots to a Scottish biscuit-maker founded in 1830. Its digestives were created in 1892 and marketed as an aid to digestion because of a high baking soda content. The brand is now owned by Turkish firm Pladis. In September, the same company took the equivalent of two Jaffa Cakes out of standard packs.

The company said the cut to McVitie’s was part of ‘selective changes’ to around 10 per cent of its 700 products. These will also include the introduction of larger value packs. It said it dismissed the idea of switching to cheaper ingredients after research among 10,000 consumers resulted in ‘overwhelming feedback’ that the taste and quality of the biscuits should not be compromised.

Pladis managing director for the UK and Ireland Nick Bunker blamed the move on the rising cost of ingredients and changes in exchange rates.