Wall of Shame · Documented Brand
McVitie's
Owned by United Biscuits. We've documented 8 shrinkflation events across 7 products since 2018, with an average size reduction of 17.0% per event.
Total events
8
Products tracked
7
Avg shrinkage
-17.0%
First detected
2018
8 years of shrinking
Gaps for early years mean no documented claims, not no shrinkflation events. Reddit's r/shrinkflation was founded in 2013 and news coverage of shrinkflation only became routine after 2021.
20252 events · most covered first
Biggest individual shrinks
Reddit·2025-03-11
400g
266g
digestive cookies
-33.5%400g → 266g
Reddit·2025-05-22
500g
360g
chocolate digestives
-28.0%500g → 360g
The Independent·2018-01-19
500g
400g
Digestives
-20.0%500g → 400g
chroniclelive.co.uk·2023-02-11
8ct
7ct
Club
-12.5%8ct → 7ct
chroniclelive.co.uk·2023-02-11
8ct
7ct
Penguin
-12.5%8ct → 7ct
dailystar.co.uk·2024-09-23
400g
360g
McVitie's Digestives
-10.0%400g → 360g
birminghammail.co.uk·2023-05-23
400g
360g
Digestives
-10.0%400g → 360g
lbc.co.uk·2023-09-15
12.2g
11g
Jaffa Cakes
-9.8%12.2g → 11g
All McVitie's products
digestive cookies
1 event-33.5%
chocolate digestives
1 event-28.0%
NewsClub
1 event-12.5%
No archiveDigestivesMcVitie's
Digestives
2 events-20.0%
No archivePenguinMcVitie's
Penguin
1 event-12.5%
No archiveMcVitie's DigestivesMcVitie's
McVitie's Digestives
1 event-10.0%
No archiveJaffa CakesMcVitie's
Jaffa Cakes
1 event-9.8%