Magnums get that shrinking feeling (again) as multipacks are cut from four ice creams to three

Magnum multipacks have been cut from four ice creams to three – but the £3 price tag isn’t budging.

It is the latest example of shrinkflation, where consumers get less for their money because products have become smaller.

The tactic has affected all manner of items from chocolate bars to toilet roll, and teabags to ready meals.

Magnums have already suffered such a fate. Last year, the size of the chocolate ice creams was cut from 110ml to 100ml without any corresponding fall in shelf price. Magnum maker Unilever has blamed cutbacks on the soaring price of ingredients and raw materials.

The company said it always tries to absorb cost pressures before increasing prices or changing product sizes.

Magnums have already suffered such a fate. Last year, the size of the chocolate ice creams was cut from 110ml to 100ml without any corresponding fall in shelf price

Last weekend, an investigation by The Mail on Sunday revealed the latest shrinkflation tactics used by supermarkets including Tesco, Sainsbury’s and Asda, and brands including Knorr, Shloer and Fanta. A Tesco Finest fish pie with a sixth less fish was found to have risen by 50p to £4 while a Shloer drink had 37 per cent less grape.

Covent Garden chicken soup had 17 per cent less chicken, and beef in Knorr stock cubes was found to have been cut by a quarter, with beef extract swapped for beef fat.

Andrew Opie, from the British Retail Consortium, which represents supermarkets, said retailers were ‘trying their best to find ways to limit rising prices for customers’.