What's happened
A 1991 Mars Bar found in Scunthorpe measures 62.5g, compared with today’s 40g bar. The discovery, shared online, has intensified discussions about shrinkflation as consumers note weight reductions while prices rise.
What's behind the headline?
The Case for Shrinkflation
- The 1991 bar weighed 62.5g; today’s standard is 40-53g depending on product line, with the 65g bars exiting common circulation.
- Manufacturers cite cost pressures and evolving consumer preferences as drivers, suggesting size reductions accompany price stability or selective price increases.
- Independent observers have highlighted viral social posts to illustrate shrinking portions across familiar brands.
What this means for shoppers
- Consumers are increasingly vigilant about value, potentially altering how they compare unit price per gram.
- Retailers may face policy scrutiny or calls for clearer labeling on weight changes.
Industry response
- Brands argue changes reflect costs and demand, while critics view shrinkflation as eroding value in everyday goods.
How we got here
The find occurred during a house clearance in Scunthorpe. Victoria Gordon, who runs Pocket Rockets, posted a photo comparing the 1991 Mars Bar to a modern 40g bar. Mars has updated bar sizes and formats over 35 years in response to consumer demand and rising costs, a trend that aligns with ongoing debates about packaging and product sizing.
Our analysis
Independent reports the find and Mars response; BBC coverage provides context on the size changes; New York Post frames it as a broader shrinkflation trend.
Go deeper
- Will more brands face questions over portion sizes?
- How will retailers and regulators respond to growing shrinkflation scrutiny?
- Are there reliable metrics to compare value across eras of packaging?