Wall of Shame · Documented Brand
Magnum
Owned by Unilever. We've documented 6 shrinkflation events across 4 products since 2022, with an average size reduction of 17.0% per event.
Total events
6
Products tracked
4
Avg shrinkage
-17.0%
First detected
2022
4 years of shrinking
Gaps for early years mean no documented claims, not no shrinkflation events. Reddit's r/shrinkflation was founded in 2013 and news coverage of shrinkflation only became routine after 2021.
20251 event · most covered first
Biggest individual shrinks
Reddit·2025-04-28
4ct
3ct
Magnum Ice Cream
-25.0%4ct → 3ct
dailymail.co.uk·2023-03-22
4ct
3ct
Magnum Ice Cream
-25.0%4ct → 3ct
gazettelive.co.uk·2023-03-19
4ct
3ct
Magnum Ice Cream
-25.0%4ct → 3ct
thesun.co.uk·2022-07-19
110ml
100ml
Magnum Ice Cream Multi-pack
-9.1%110ml → 100ml
mirror.co.uk·2022-08-25
110ml
100ml
Magnum Ice Cream Sticks
-9.1%110ml → 100ml
news.yahoo.com·2023-03-20
110ml
100ml
Magnum Ice Cream Stick
-9.1%110ml → 100ml