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26 September 2017, 14:15
Jaffa Cakes have become the latest chocolate treat to be downsized - sparking an "outrage" on social media.
McVities has reduced the size of a pack from 12 to 10, and the public isn't happy about it.
Jaffa Cake lovers slammed the move as "sacrilege", while one fan called for people to take to the streets in protest against the "scandal".
One Twitter user exclaimed: "I am shook.Never mind Brexit or impending nuclear war this is worst news of 2017."
Another wrote: "Horrified to hear that Jaffa Cakes are being cut from 12 to 10 in a box. The jaffa binge is being cut short!"
Despite the reduction, some shops appear to be selling the smaller product for the same price.
It is the latest to be affected by the so-called "shrinkflation" phenomenon.
In November 2016, Mondelez, the maker of the triangular Toblerone, said it had increased the spacing between the distinctive chunks and reduced the weight of the bar by almost 10% due to rising ingredient costs.
In the same month, Mars too pointed to rising costs for its decision to shrink the size of Maltesers packets by 15%.
And Nestle's decision last month to launch nut-free versions of its Walnut Whip also whipped up a storm.
A McVitie's spokeswoman said: "As a company, we have taken the decision to adjust the pack size of our McVitie's Jaffa Cakes products and where we've reduced cake count, the RRP has also been reduced proportionately. This applies to all the core grocery channels.
"Our single packs (changing from 12 to 10 cakes) have reduced from an RRP of £1.15 to an RRP of 99p, and our twin packs (changing from 24 to 20 cakes) have reduced from an RRP of £2.19 to an RRP of £1.89.
"These changes represent the same price per cake, however pricing ultimately remains at the sole discretion of retailers.
"There is no change in the size, shape or weight of individual cakes in the McVitie's Jaffa Cake range."
(c) Sky News 2017: Fans 'outraged' as Jaffa Cakes boxes are cut from 12 to 10 in a pack