A popular pet food has been shrunk by 15% per pouch – but the price has stayed the same.
Felix As Good As It Looks has been reduced from 100g to 85g per pouch, with the cost remaining the same at around £5 for a box of 12, or £15 for a box of 40. It appears the change was introduced earlier this month. It marks the latest product to be hit by shrinkflation, which is when an item gets smaller in weight, size or quantity while its price stays the same or even increases.
It comes after Felix Original pouches also went from 100g to 85g last year. Furious pet owners have been reacting to the update on social media. One person said: “I see @Purina have reduced the size of their Felix pouches in the hope nobody will notice. You now only get 85g rather than 100g….I’ll be switching brand from now on!”
Another cat lover posted: “If you find that your feline friend is asking for food more often than usual, it’s because the new Felix sachets have been reduced from 100g to 85g!” A third said: “Warning. Felix cat food has gone down from 100g to 85g per sachet. Us humans are stupid enough not to notice but cats will notice.”
A fourth questioned: “Why has @PurinaUK reduced the food in Felix sachets from 100g to 85g without reducing the price? New cat food brand that doesn’t rip off customers required.” Another added: “Dear @PurinaUK, absolutely shameful that you’ve changed Felix pouches from 100g to 85g with no information on the box about it. Selling at the same price as well. Disgraceful.”
Purina, which makes Felix, told The Sun that the changes were introduced to stop food waste. A spokesperson said: “As part of our transition into new mono material pouches, all Felix AGAIL skus [stock keeping units] are moving to a new 85g pouch weight. This packaging can be taken back to front of store to be recycled in the UK and can be recycled at kerbside in Ireland.
“The decision to reduce the pouch weight as part of that transition was based on research showing that cats typically consume less than 100g of food in one sitting. With this new, more ideal pouch weight, we aim to prevent wet food from drying out and ensure that cats have fresh wet food in every meal.”
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