Magnum has become the latest victim of shrinkflation after its owner Unilever PLC (LSE:ULVR) reduced the number of ice creams found in the multipacks.
Shoppers will now only receive three ice creams instead of four, but continue to pay the same price of £3.
Last year, Unilever decreased the size of the ice cream in order to mitigate rising costs, reducing them to 100ml from 110ml.
Unilever, according to Yahoo Finance, has blamed the cutbacks on soaring prices of ingredients and raw materials.
Chief executive Alan Jope previously stated that the FTSE 100 company had only passed on 75% of its costs to customers last year.
Magnums are the latest shelf favourites to fall victim to shrinkflation.
Last week, Cadburys reduced the size of one of its chocolate products by almost a quarter while the supermarket price has remained the same.
‘Big Share’ bags of Dairy Milk buttons have been slimmed down to 184.8g from 240g, a 23% reduction, while Asda and Tesco PLC (LSE:TSCO) have kept prices at £2.