The subject of Christmas ‘shrinkflation’ is a hot topic amongst UK shoppers once more, after Nestle appeared to reduced the size of its Quality Street tubs despite higher prices
With Christmas goods slowly appearing on supermarket shelves across the country, the annual ‘shrinkflation’ complaints over certain items of confectionary have already begun. Quality Street tubs – a popular choice of Yuletide gift for generations – appear to be on the receiving end of one such gripe, with shoppers claiming their tubs are smaller than usual.
Food policy expert and content creator Gavin Wren highlighted the Nestle product’s reduction in weight compared to what was on offer in 2024. “The size of Quality Street has shrunk yet again,” Gavin said, revealing that the “coconut one” is his favourite chocolate.
He continued, stating that the “big news this year” is that tubs of Quality Street have decreased in weight from 600g to 550g.
“If we go back 20 years to 2005, it was 1.5 kilos,” Gavin claimed. “Now I know we are supposed to be eating less high-sugar food, but it’s Christmas. And really, how far is this going to go?”
Gavin also alleged that on top of the 8% reduction in size, in Tesco he had spotted they had increased in price by 16.7% – from £6 to £7.
“There are reasons why this has happened and Nestle has passed the buck when it comes to Quality Street,” Gavin theorised, sharing a screenshot from the brand as evidence for his argument. “They say they change the price and format every year, based on availability and ingredients and shipping costs – that kind of stuff.”
Acknowledging that there is “some truth” in that, Gavin also pointed out that retailers have to make a profit and whilst having the freedom to sell Quality Street at whatever price they choose, it has to be worthwhile.
Gavin also admitted: “One of the reasons chocolate prices have gone mental in the last few years is the instability in cocoa prices.” Indeed prices quadrupled in just a few years, but are now falling.
Gavin closed: “The shortfall in supply, brought on by unpredictable weather in West Africa where we get a lot of our cocoa from has been passed on to us and it is estimated the price of the chocolatey stuff we get in the shops will have gone up by 18%.”
Writing in response, one TikTok user hit out: “Stopped buying them last year. It’s a joke!”
A second person fumed: “The few major chocolate brands are fully taking the p***, worse ingredients, smaller quantity of product, as well as inflation prices well above what they actually are, that’s three insane methods of getting more money out of us all at once.”
A third suggested an alternative: “Not even worth buying anymore. M&S are doing a giant tin of chocs for around £12. We are going to give those a try this year.”
Whilst a fourth TikTok user conceded: “At this point the tubs might as well be share bags.”
However, one individual proposed an alternative: “You know you can just buy the bigger tin? 2kg tins were available last Christmas.”
Another consumer pointed out: “You have to remember those bigger tins from years ago were a lot more expensive than the ones we have now. At least £10 a tin, IIRC [if I recall].”
And a third agreed with Gavin, declaring: “Coconut is absolutely the best one, you are right!”
A spokesperson for Nestle commented in response: “Each year we introduce a new Quality Street range with formats, sizes, weights and RRPs based on a range of factors including the cost of manufacturing, ingredients and transport and the preferences of our customers and consumers.
“We think our 2025 range and pricing is competitive with a good variety of choice for Quality Street fans. Final prices are at the discretion of individual retailers.”