Nairn’s shrugs off ‘shrinkflation’ with 20%-extra cracker range

Nairn’s has added 20% extra fill to its Gluten-Free Wholegrain Crackers range – bucking the so-called ‘shrinkflation’ trend affecting many food manufacturers.

The move, which follows the brand adding an extra 33% of product to each pack across its Gluten-Free Oatcake range in March, highlights the company’s commitment to providing better value for money for free-from consumers and bucking the trends of brands decreasing pack sizes, according to Nairn’s.

The recommended price of the packs will remain the same, despite the size increasing, with the products going into retailers across the UK from mid-September.

“At Nairn’s, we’ve recently invested in new, larger gluten-free bakery and, last year, took the decision to pass on some of our cost savings to the consumer in the form of a 33% extra fill pack on our Gluten-Free Oatcakes range, said Nairn’s managing director Martyn Gray.

“We’re now rolling this out to our Gluten-Free Wholegrain Crackers with 20% extra fill packs.”

Nairn’s will be expanding more of its products in the upcoming months and recently revealed new-look packaging that has been rolled out across all of its product ranges.

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