Fairy laundry powder is hit by dirty 'shrinkflation' tactics with secret price hikes for consumers
- Despite the supersize XXL claims, the pack has shrunk from 4,225g to 3,900g
The box of Fairy non-bio laundry powder boasts it's XXL and claims to hold enough for an impressive 65 washes.
But a professor at the University of Leeds has revealed all is not as it seems.
For the Procter & Gamble product is yet another example of the 'shrinkflation' used to impose secret price hikes.
Despite the supersize XXL claims, the pack has been shrunk from 4,225g to 3,900g without any corresponding fall in price.
And shoppers could be forgiven for missing the reduction because the new boxes – like the old – claim to offer 65 washes, too.
The box of Fairy non-bio laundry powder boasts it's XXL and claims to hold enough for an impressive 65 washes - but the pack has been shrunk from 4,225g to 3,900g
Some of the nation's favourite butter brands including Anchor were recently accused of cutting the butter content in their popular spreads
This sleight of hand has been achieved by reducing the recommended amount required for each wash from 95ml to 85ml.
The shrinkflation went viral on X in a post by engineering expert Professor Catherine Noakes.
She also noted that there was nothing to suggest any sort of sudden change to the powder which means it is any better at cleaning.
'In fact, the ingredients appear the same,' she added. 'Is there science behind the dosing or do they just make up how much we need to use based on how much Procter & Gamble thinks we're prepared to buy?'
Other big-brand examples highlighted in replies to her message included bottles of Radox shower gel and Anchor butter.
One shopper complained: 'Yet another company taking customers for mugs.'
Procter & Gamble was approached for comment.
