Birds Eye have shrunks their fish finger packs but kept the price the same.
Birds Eye have shrunk their packs of cod fish fingers from 12 fingers down to 10, while keeping the price the same.
Loyal fans of the British classic tend to use three fingers per sandwich, meaning you could get four sandwiches out of a pack.
This change, however, now means this will no longer be possible, yet consumers will still be paying exactly the same price.
Boxes of the old-size fish fingers still appear on the Birds Eye website but it now describes them as containing 10 fingers.
Back in November, Birds Eye warned that its costs had risen and that it may have to put up prices.
The fish fingers are the latest victim of “shrinkflation”, where manufacturers are reducing pack sizes but keeping the cost the same, blaming Brexit for putting up prices due to the weak pound.
The value of sterling has dropped by around 16 per cent against the dollar and 14 per cent against the euro since the vote to leave the European Union last year. This has pushed up the cost of raw materials and products which are bought in other currencies.
Birds Eye isn’t the only brand to shrink packet sizes. Last year, Toblerone faced a furious backlash after changing the shape of its distinctive chocolate bars while sharing bags of Malteasers and Galaxy Counters had also reduced in size but not in price.
