Tea-time favourite Hobhobs have become the latest victim of 'shrinkflation' with the number of biscuits in a pack falling from 15 to 12.
McVities has cut the size of the Hobnobs Creams packets, but kept the price at £1.22 - which means the price per biscuit has soared from 8.14p to 10.17p.
The size of each biscuit remains the same, but holding company Pladis - which owns United Biscuits and the McVitie's brand - said it was introducing new flavours and needed to bring all its pack sizes in line with each other.
It claimed the move would 'simplify the shopping experience for customers,' MailOnline reports.
Pladis revealed in January last year that it planned to reduce some pack sizes as costs escalated. McVitie's Original Digestives the first to get smaller, from 500g to 400g.
This occurred four months after packets of Jaffa Cakes were reduced from 12 biscuits to 10 in 2017, trade bible The Grocer revealed.
A Pladis spokesman said: "As part of a refresh to our McVitie's Creams range, including new flavours and a modern new look to the packaging, we have made some changes to the pack size of the Hobnobs Creams.
"In making these changes, we have aligned the pack sizes within the full range, offering a simplified shopping experience for consumers."
Hobnobs Creams are the sandwich version of the favourite biscuit, with a vanilla or chocolate filling in between two Hobnob layers.
