Magnum, Cornetto and Ben & Jerry's ice creams made smaller 'to cut calories'

Mark Chandler22 January 2016

Popular ice creams including Ben and Jerry’s tubs, Magnums, Cornettos and Feasts are being made smaller – to cut calories.

Trade journal The Grocer reports that Unilver’s Ben & Jerry’s single serve tubs will be reduced in size by a third, but with only a quarter off the price.

And some of the company’s other treats will also be reduced, from a chocolate Feast having a tiny 2ml taken off to the Magnum Almond dropping from 110ml to 100ml.

According to the report, some products like the Magnum Infinity Chocolate and Cornetto Choc ’N’ Ball will be axed completely.

The changes are set to kick in this spring as part of the firm’s sustainable living plan, aimed at helping people improve their health.

Unilever UK and Ireland’s executive director of brand building Noel Clarke said: “We have introduced this 250 calorie cap to help make it easier for our consumers to make informed and healthier choices when enjoying their favourite ice-creams as part of a balanced lifestyle.

“It was important there be no compromise to taste or quality and that’s exactly what we’ve delivered.”

And despite fears of a backlash, he said shoppers would “appreciate” the company’s goals and “buy more” if necessary.

The news has upset ice cream fans online. Peter Wildsmith tweeted: “They already reduced Cornetto last year. Is it going to be bitesize now?”

And Paddy Johnston wrote: “Magnums have already gotten smaller since the 90s. Outrageous.”

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