The Instagram user said: “I’m sure Mr Kipling boxes used to be bigger than four, and I’m also sure Mr Kipling cakes used to be bigger than that. I mean it’s really quite small, talk about shrinkflation.
“They’re absolutely tiny, definitely been shrunken right down even though we’re paying a lot more.”
Both of them are “quite nice” though. She personally preferred the strawberries and cream tarts, saying the birthday cake tarts were “quite dry”.
People in the comments echoed her “shrinkflation” fears, with one saying: “I just noticed there’s only four in a box instead of six. I hope that’s not a sign of things to come.”
Another said: “Yeah it was but clearly the cost of living hit the Kiplings hard” @UKNewestFoods replied: “Welcome to 2025.”
Mr Kipling has been contacted by the Express for comment.
