Now formula milk is hit by shrinkflation

TUBS of popular baby milk formula have shrunk in size by more than ten per cent in what mothers have condemned as a ‘back door’ price rise.

Aptamil First Infant, a breastmilk replacement that is suitable from birth onwards, have had their packs reduced from 900g to 800g.

The change is the latest example of ‘shrinkflation’, which involves cutting the size of a product without any announcement, while the price remains the same.

It follows a change to the ingredients of Aptamil, which some parents fear will be difficult for their babies to cope with.

Jessica Sewell, from Derby, paid £11 for both the old and new packs.

‘All new parents be aware – Aptamil have included a leaflet in their packaging to say their formula is changing,’ she wrote on social media. ‘Nowhere on this does it say they are reducing the size by 100g.

She claims the size change should reduce the price to £9.78, suggesting Aptamil are making an extra £1.22.

A spokesman for Danone UK, which makes Aptamil, said it was sorry to hear parents were unhappy. It added that ‘significant investment’ to create their ‘most innovative formula in 15 years’ meant it had decided to maintain the price per pack but reduce the size.