Mars shrinks the size of Whiskas

MANUFACTURERS of products such as Whiskas are using some jaw-dropping justifications for why they are shrinking the size of their products — but bumping up the cost.

Mars has shrunk the size of Whiskas can food. The foodmaker says it will help prevent "overfeeding” of Aussie cats.

MULTINATIONAL foodmaker Mars has saved Australia’s fat cats from “overfeeding” by shrinking its Whiskas products by 15 per cent.

It is the most ludicrous excuse for ripping off consumers since laundry powder makers said they were protecting the environment by simultaneously halving their detergents.

It’s unclear how much the unit cost of Whiskas has increased because Mars said it couldn’t find the recommended retail price (RRP) prior to the 2014 size reduction, from 100g to 85g.

The US-controlled company does however claim the new price is lower than the old price ... which it can’t find.

The reduction meant all Whiskas cat food “pouches” were the same size, a spokesman said.

The aims of the move were to address “overfeeding” and “simplify feeding time”, he said.

In making feeding time 15 per cent quicker, Mars certainly achieved the latter of its aims.

“The standardized (sic) pouch size allows consumers to stick to a feeding routine based on number of packs, rather than having to look closely at differences in serving sizes across different-sized products,” the spokesman said.

It’s unclear how much the unit cost of Whiskas has increased because Mars said it couldn’t find the recommended retail price (RRP) prior to the 2014 size reduction, from 100g to 85g.

“In doing so, it also aimed to reduce any confusion about how to correctly feed your cat and may assist with overfeeding.”

Another product recently shrunk was VO5 Advanced Styling Wax.

Did I say shrunk?

Sorry.

“In 2015 Unilever discontinued the VO5 Advanced Styling Wax 85g and introduced ... VO5 Styling Wax Groomed 75ml,” a spokeswoman said.

“This brings our Australian VO5 range in line with our global VO5 range.”

Despite giving buyers less product, the price was increased from $5.15 to $5.99.

Pental has also increased the price of a product its shrunk: Velvet soap.

Velvet soap packs have been reduced from 450g for five bars ($3.35) to 400g for four ($3.99).

Pental terms the move “premiumisation” due to the use of more expensive ingredients such as moisturiser and goat’s milk.

News Corp Australia has previously revealed dozens of products sneakily shrunk by manufacturers, including chocolates, chips, Vegemite, ice cream and Omo.

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Originally published as Mars shrinks the size of Whiskas