Altroconsumo analyzed the prices of the packages of special versions of Maxibon, one of the most famous and consumed packaged ice creams in Italy. The “special editions” would tend to be more expensive, up to 70%, especially because they contain smaller ice creams than the original ones.
This is an extreme case of shrinkflation. The packaging of the ice cream, which is always called Maxibon, despite the various editions, has remained the same, as has the price, but the weight of the individual products has been reduced. A difference that is however only noticeable in the price per kilo.
The special versions of the Maxibons
For some years Motta has been producing particular versions of Maxibon, one of its most famous ice creams. It can simply be different flavors of ice cream, which is normally stracciatella, or “limited editions” linked to particular brands, such as the one created in collaboration with the Netflix series Stranger Things.
Altroconsumo noticed that, although the packages sold in supermarkets of these special editions looked very similar to those of the classic Maxibons, they actually have much more in common with those of the Maxibon Minis, the small version of the classic ice cream. The price, however, remains the same.
The Altroconsumo comparison
Altroconsumo then collected data on the weight and prices of the various Maxibon packs, discovering that if the classic one costs 14.33 euros per kilo, the special ones can reach more than 24 euros per kilo.
| Product | Weight of one package | Price of one pack | Price per kilo | Price difference per kilo |
| Maxibon Classic | 4×96g | 5.50 | 2.33pm | — |
| Maxibon Mini Classic | 6×51g | 5.47 | 17.86 | +25% |
| Maxibon Coconut Paradise | 4×57g | 5.49 | 24.08 | +68% |
| Maxibon The Specials Choco Brownie | 4×58g | 5.38 | 11.18pm | +62% |
| Maxibon The Specials Red Cheesecake | 4×56g | 5.45 | 24.33 | +70% |
| Maxibon The Specials Cookie Choco Chips | 4×60g | 5.43 | 22.63 | +58% |
| Maxibon Limited Edition Stranger Things | 4×61g | 5.42 | 10.21pm | +55% |
The only exception is the pistachio version, which debuted this year and which has a cost substantially identical to that of the classic Maxibon. In fact, with the special editions, the prices remained the same but the dimensions decreased.
Can Maxibon’s case be considered shrinkflation?
Altroconsumo’s investigation therefore revealed what could appear to be a classic case of shrinkflation. This is a practice that some companies use to raise prices while avoiding the resulting damage to their image. Instead of increasing the cost of a package, they reduce its size. Thus the displayed price remains the same, but the price per kilo (or per liter in the case of liquids) increases.
However, Maxibon’s case has some distinctions. The basic product, in fact, has remained the same in both price and size. It is the special versions that actually have a higher cost for the same weight. These versions, with particular flavors or made in collaboration with other brands, could have higher production costs which would justify the higher price per kilo.
