Shrinkflation and a change in flavour: Aussie foodies question what's happened to a beloved snack

Cheezels lovers have noticed a major change to the beloved Aussie snack, claiming they are noticeably smaller and less flavoursome.

The conversation on Reddit began with a claim they were the latest victim of "shrinkflation".

"Has anyone noticed that cheeses no longer fit over your finger," one snack lover wrote on the forum's 'Ask An Australian' thread.

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"In another example of shrinkflation in Australia. Cheezels no longer fit over your finger. Ruining the best part of eating Cheezels, sliding as many as you can over your fingers then eating them one by one without chewing your finger off," the post continued.

The Cheezels lover explained that the long-running tradition of being able to propose with one is no longer possible now.

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"Cheezels should be constantly reviewing finger sizes in Australia and making their product to suit," they continued.

"For example, a man wanting to propose to his future wife should be able to slide a Cheezel over her finger observe how it fits then take said Cheezel to a jeweler to get the correct size for her engagement ring."

One Reddit user didn't agree and replied, "Grow up. That's what Burger Rings are for."

Others pointed to an alternative explanation for the snack lover not being able to fit Cheezels on their fingers anymore.

"Are you sure it's not finger expansion?" one person joked.

"This happens as a result of eating a lot of Cheezels," added another.

Others pointed out that most Cheezel lovers used to place them on their fingers as children, which is why they no longer fit.

"I'm sure they've shrunk but also, the last time I did this I was a kid so f--k knows," one person commented.

"Gave my 3yo son some Cheezels last week watch him instinctually put them on his fingers and eat them off one by one without me saying anything. Was a proud dad moment and all was well in the world again," another added.

One parent commented: "I did notice this when my toddler couldn't even fit one on her tiny fingers."

But it's not just the size, some Cheezels lovers have also taken to social media to report a change in flavour.

One disappointed customer commented on the Cheezels Australia Instagram page they are now "awful" and described them as "small rings and chewy" before adding they were "really disappointing".

9honey Kitchen for contacted Cheezel's manufacturer Snack Brands for comment.

"We can say with confidence that we haven't changed the size or flavour of Cheezels – they've been the same size/shape / flavour for as long as we've been making them. As for not fitting on fingers … as a few of us know from experience, as one gets older, the size of the rings get suspiciously smaller," Marketing Director James Deysel told 9honey.

Although in 2019, the company reportedly switched to canola oil for all their products, which some say could explain why the taste has seemingly changed for adults eating them for the first time since childhood.

9honey Kitchen tested out the latest version of Cheezels ourselves and also felt they had changed in size and flavour.

"You can only fit them on the top of your finger now," one said.

Others reported they were "less flavorsome" and "not as cheesy therefore not as messy".

We also took the opportunity to try out Cheezel's Chicken flavour which recently launched and gave them a thumbs up.

"I don't mind them considering I don't like Chicken Twisties," one person said.

"They are like a cheesy chicken," another added.

"Reminds me of Chicken Twisties but with a subtle flavour," another said.

A spokesperson for Snack Brands told 9honey Kitchen: "Cheezels Chicken hit supermarket shelves back in July last year. This flavour has been a real winner, not surprisingly."

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Cheezels have come in other special edition flavours over the years including Hot Rods which were described as "a very tasty cheesy jalapeño flavour", Cheezels Nacho, Cheezels Chilli Cheese, and Cheezels Cheese & Bacon.

Cheezels have been on the market for 54 years now, having first been sold in 1971.

Over the last year, Aussies have bought over 18.2 million packets of Cheezels, which is 2.3 million kilos.

Residents of Tasmania purchase the most Cheezels out of all Australians, followed by Victorians in second place.

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