Canned Princes mackerel. (Photo: Princes)
Mackerel tin slashed in size but not in price
(UNITED KINGDOM, 8/19/2016)
A consumer group reported having found that one of Britain's biggest canned fish producers has reduced the size of tins by 20pc, sparking widespread criticism.
The group, called Which?, confirmed food producer Princes has reduced the mackerel content in its popular tins by up to a fifth, despite shoppers are still paying the same price in High Street supermarkets, The Telegragh reported.
"It has added more spices to the mackerel in spicy tomato sauce, possibly accounting for the change in flavour,” pointed out Siobhan Chan, a food expert at Which?
For their part, representatives of the criticised firm explained the lower fish content was 'not a cost-saving exercise', but was in response to feedback that the new recipe had an improved texture, flavour and appearance.
These spokespeople also commented Princes had dropped the recommended retail price of its mackerel range by 13.6pc.
Meanwhile, experts in the field consider this move is part of a "shrinkflation" trend sweeping the UK retail market.
Apart from this fish species, other top-selling products, from chocolate bars to teabags and loo roll, have followed the trend with manufacturers reducing sizes while prices remain unchanged.
Which? stressed the analysis of MySupermarket data for the past six months showed the price reduction had not been passed on to customers.
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