Mr Kipling has released two new tarts (Image: Instagram/@UKNewestFood)
Mr Kipling’s new cakes have been torn apart over their size and price.
user @UKNewestFoods took to the social media platform to review a new selection of tarts by Mr Kipling sold at .
She bought birthday cake tarts and strawberry cream tarts, which are available for £2 for a pack of four. There is currently (as of January 20) a deal where a pack of four is £1.25.
The birthday cake tarts are described as “pastry cases filled with a layer of fruity jam, sweet vanilla flavour sponge and a soft icing”.
The strawberry and cream tarts are “pastry cases filled with strawberry jam, sweet strawberries and cream flavour sponge and a soft strawberry flavour icing”.
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”.
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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.