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Did Rewe's Rewe and Penny own-brand products shrink?
By ShrinkRadar · Updated 2026-10-19 · Every figure comes from a sourced case
Yes. Rewe and Penny own-brand packs have shrunk. We have 11 documented cases from 2020–2026 in Germany, from Rewe, Penny, Naturgut and Sensitiv. The median pack lost 20.0% (a 25.0% hidden price rise per unit at the same price). The biggest cut was Rewe frei von Landbrot, 400 g → 250 g (−37.5%). Where the source recorded both shelf prices (11 cases), 11 got more expensive per unit. Rewe Group runs Rewe supermarkets and the discounter Penny. Own labels include Rewe Bio, Rewe Beste Wahl, Rewe frei von and Naturgut (Penny).
Check any pack with the shrinkflation calculator, or compare it with the name brand in the unit price calculator.
All 11 Rewe and Penny own-brand cases
Newest first. “Hidden rise” is the extra you pay per unit if the shelf price stays the same. Where the source also recorded the shelf price, the last column gives the real change per unit.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Rewe frei von Landbrot Rewe · 🇩🇪 DE · 2026 | 400 g → 250 g | −37.5% | 2,99 € → 1,99 € +6.5% |
| Rewe Bio Mini-Salami Rewe · 🇩🇪 DE · 2026 | 25 g → 20 g | −20.0% | 1,69 € → 1,69 € +25.0% |
| Naturgut Bio Steinofen-Pizza Spinat-Feta Naturgut · 🇩🇪 DE · 2026 | 410 g → 340 g | −17.1% | 2,99 € → 2,99 € +20.6% |
| Rewe Beste Wahl Piri Piri Rewe · 🇩🇪 DE · 2025 | 95 g → 60 g | −36.8% | 1,59 € → 1,19 € +18.5% |
| Rewe Beste Wahl Schnitzel vegan Rewe · 🇩🇪 DE · 2023 | 500 g → 400 g | −20.0% | 3,79 € → 3,39 € +11.8% |
| Rewe Bio Mehrkorn Landbrötchen Rewe · 🇩🇪 DE · 2023 | 300 g → 280 g | −6.7% | 1,29 € → 1,29 € +7.1% |
| Penny Bitter Lemon Penny · 🇩🇪 DE · 2022 | 1.5 l → 1 l | −33.3% | 0,59 € → 0,49 € +24.6% |
| Rewe Bio 5-Korn-Müsli Rewe · 🇩🇪 DE · 2022 | 1000 g → 750 g | −25.0% | 2,49 € → 2,19 € +17.3% |
| Steinofen-Pizza Mozzarella, Spinat & Feta Rewe · 🇩🇪 DE · 2022 | 460 g → 410 g | −10.9% | 2,49 € → 2,99 € +34.7% |
| Penny Happy End Feuchtes Toilettenpapier Penny · 🇩🇪 DE · 2021 | 60 pieces → 50 pieces | −16.7% | 1,25 € → 1,25 € +20.0% |
| Sensitiv Feuchtes Toilettenpapier Sensitiv · 🇩🇪 DE · 2020 | 60 pieces → 42 pieces | −30.0% | 1,35 € → 1,45 € +53.4% |
Rewe own labels with documented cuts
Name brands that shrank at Rewe
These are other companies' brands. The source recorded Rewe as the store where it found the smaller pack; the maker, not Rewe, set the size. 83 cases, the newest 15 shown.
| Product | Size | Cut |
|---|---|---|
| MilkyWay Multipack Milky Way · 🇩🇪 DE · 2026 | 9 pieces → 5 pieces | −44.4% |
| Bonne Maman Haselnuss & Kakao Creme Bonne Maman · 🇩🇪 DE · 2026 | 360 g → 250 g | −30.6% |
| Mevgal Original Griechischer Schafmilch Joghurt Mevgal · 🇩🇪 DE · 2026 | 200 g → 150 g | −25.0% |
| KitKat Minis KitKat · 🇩🇪 DE · 2026 | 217 g → 167 g | −23.0% |
| Fage Total griechischer Joghurt 0,2% Fett Fage · 🇩🇪 DE · 2026 | 170 g → 150 g | −11.8% |
| Spee Universal Caps All in 1 Spee · 🇩🇪 DE · 2026 | 18 loads → 16 loads | −11.1% |
| Rama Culinesse Rama · 🇩🇪 DE · 2026 | 500 ml → 450 ml | −10.0% |
| Spee Color Gel All in 1 Spee · 🇩🇪 DE · 2026 | 22 loads → 20 loads | −9.1% |
| Mövenpick Eis Vanilla Chocolate Mövenpick · 🇩🇪 DE · 2026 | 900 ml → 850 ml | −5.6% |
| Lindt Excellence Cacao Pur 82 % Cacao Lindt · 🇩🇪 DE · 2025 | 80 g → 50 g | −37.5% |
| Vilsa Leichte Bio-Limo Blaubeere Vilsa · 🇩🇪 DE · 2025 | 0.75 l → 0.5 l | −33.3% |
| Dr. Oetker Original Pudding Schokolade Dr. Oetker · 🇩🇪 DE · 2025 | 133.5 g → 89 g | −33.3% |
| Maggi rustikale Tomatencremesuppe Maggi · 🇩🇪 DE · 2025 | 1000 ml → 750 ml | −25.0% |
| Gervais Hüttenkäse Original Gervais · 🇩🇪 DE · 2025 | 400 g → 300 g | −25.0% |
| Beckers Bester Roter Früchtepunsch Beckers · 🇩🇪 DE · 2025 | 1 l → 0.75 l | −25.0% |
How to check a Rewe pack
- Read the net quantity (weight, volume, sheets or count) on the label, not the size of the box.
- Use the unit price on the shelf tag to compare the store brand with the name brand next to it. Own labels are often cheaper per unit, but a shrink can close the gap.
- Compare against an old receipt or photo if you buy the same Rewe item every week.
- Report it: submit a sighting with the old and new size.
Other store brands: Aldi · Albert Heijn · Edeka · Walmart · dm · Jumbo · Costco · Lidl · Rossmann · Woolworths. All retailers: store-brand shrinkflation. By country: Germany. More: best-known examples · worst offenders · all 833 cases.
FAQ
Does Rewe shrink its own-brand products?
Yes. ShrinkRadar has 11 documented cases of Rewe and Penny own-brand packs getting smaller (2020–2026). The biggest: Rewe frei von Landbrot, 400 g → 250 g (−37.5%).
Which Rewe products got smaller?
Most recently reported: Rewe frei von Landbrot: 400 g → 250 g (2026); Rewe Bio Mini-Salami: 25 g → 20 g (2026); Naturgut Bio Steinofen-Pizza Spinat-Feta: 410 g → 340 g (2026); Rewe Beste Wahl Piri Piri: 95 g → 60 g (2025); Rewe Beste Wahl Schnitzel vegan: 500 g → 400 g (2023).
How much smaller did Rewe own-brand packs get?
The median documented cut is 20.0%, a 25.0% hidden price rise per unit if the shelf price stays the same. Where the source recorded the price before and after (11 cases), 11 got more expensive per unit.
Do name brands shrink at Rewe too?
Yes. Sources recorded 83 other name-brand packs that shrank and were found at Rewe. The brand's maker sets those sizes; the store is just where the pack was found.
Who decides the pack size of a Rewe store brand?
The retailer. A store brand is made to the retailer's order and sold under its own label, so a smaller Rewe own-brand pack is Rewe's decision, not an outside brand's.
Who reported these Rewe cases?
vzhh.de. Each case page quotes and links its source.