Unilever Shrinks U.K. Single-Portion Ice Cream Packs To Cut Calories

Unilever is trimming the sizes of single-serve ice cream products by as much as a third in the U.K. to reduce calories per serving. Included in the effort are packages of Magnum, Cornetto, Ben & Jerry’s and Feast, all of which will be shrunk to bring the calorie totals below 250. According to reports, the prices of the products will only be cut 26 percent. Beginning in the spring, Ben & Jerry’s single portion packs will be reduced by 33 percent, from 150ml to 100ml. A Unilever spokesman admitted there was a risk of a customer backlash. But he said he expected shoppers to “appreciate what we are trying to do, and buy more.”