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Did McVitie's Digestives, 500 g pack (UK, 2018) shrink?

Size FactsDid it shrink? Yes
Before500 g
After400 g
−20.0%smaller
Price per 100 g · observed+13.6%Shelf price £1.10 → £1, as recorded by the source.

Before you paid £0.22 per 100 g; after, £0.25 per 100 g: 13.6% more for the same amount.

How big a cut? The joint 12th-largest of 56 documented cookies & crackers cuts (tied with 3 others); a bigger cut than 72% of all 1,366 cases in the library. See the biggest cuts →

When
2018 · reported 23 Feb 2019
Country
United Kingdom
Brand
McVitie's
Category
Cookies & Crackers
Source
which.co.uk

Source and evidence

Which? — Shrinking products: are we paying more for less? (23 Feb 2019) which.co.uk

Source fetched 2026-11-05. All 51 Which? cases.

McVitie's announced the cuts in 2018: plain Digestives 500 g to 400 g. Pladis said it cut the RRP from £1.25 to £1, but Asda sold both packs at £1 and Tesco went from £1.10 to £1 (22p to 25p per 100 g).

Evidence
Typeconsumer organisation investigation (Which?, supermarket prices tracked 2016-2019 via MySupermarket)
Confidencehigh
Size cut alone, at the old price+25.0%

Check the math in the calculator or compare old and new unit prices.

Against official inflation: ONS CPI (UK) “other bakery products” changed +0.6% (12 months to Feb 2019). This pack’s price per gram changed +13.6%, 13.1 percentage points above the official rate, using the shelf prices the source recorded. Every case is compared the same way in the ShrinkRadar Index.

What the source says

“…The newsmaller size is hardly any cheaper, costing£1 to £1.20, and it's less likely to be on offer. McVitie's Digestives WAS: £1.10 for 500g (22p/100g) NOW: £1 for 400g (25p/100g) McVitie's made news last year by gettingon the front foot and announcing packreductions across its digestive biscuits…”

More from the UK: the UK Shrinkflation Tracker has all 175 documented cases, sortable and filterable.

Topic guide: cookie, biscuit and cracker shrinkflation, every documented case in one place, brand by brand.

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Cite this case

ShrinkRadar, “Did McVitie's Digestives, 500 g pack (UK, 2018) shrink? 500 g → 400 g”, https://shrinkradar.com/cases/mcvitie-s-digestives-500-g-pack-uk-2018-uk-2018.html, accessed 2026-11-05. Original source: Which? — Shrinking products: are we paying more for less? (23 Feb 2019) (https://www.which.co.uk/news/2019/02/shrinking-products-are-we-paying-more-for-less/).

You may quote and cite this case with credit. No bulk reuse or republishing of the dataset without permission: licence and how to cite.