Shrinking Cereal Boxes, Rising Prices Called Out Amid 'Eat Cereal for Dinner' Backlash

Researchers at Deakin University found evidence of "shrinkflation" in Australian breakfast cereals - a 150g or 17% reduction in Sultana Bran box size over 5 years while prices increased.

Across all cereals tracked, average box size decreased 54g from 2019-2024 while prices rose about 40%. Some boxes now cost $10.

The CEO of WK Kellogg recently suggested struggling families eat cereal for dinner to save money, prompting backlash from health experts who argue most cereals aren't nutritious dinner options.

Deakin researchers say shrinkflation is hard to track across all food categories and hope to quantify it further. Consumer advocacy groups name cereal as a "repeat offender."

Experts say cereal for dinner exploits those struggling financially and governments should increase income supports and regulate pricing better, not encourage poor nutrition.