‘Luxury’ bog roll Velvet sneakily switches from three layers to two – but leaves price the same
In the latest example of "shrinkflation", The Sun reveals toilet paper brand Velvet has short-changed consumers by sneakily reducing its three-ply paper to two layers without cutting prices
PLUSH loo roll brand Velvet has found a cunning way to boost its bottom line — by sneakily cutting its three layers of paper to two.
Makers have quietly dropped their boast of the past seven years that the luxury paper offers “three layers of comfort”.
Instead, packaging now just says “Comfort”. But the price charged for the thinner two-ply is still £1.85 for four rolls — the same as before.
The ruse, by German firm Essity, is the latest example of “shrinkflation” - where consumers get less product but no price cut.
Sun reader Steve Smith, 69, realised when he got his usual 16-pack.
Steve, of Shepshed, Leics, said: “There’s 33 per cent less paper. They’ve gone a very sly way about it.
“Three layers was brilliant – it was luxury, like it says.
“Two layers is ridiculous. I have to double-up and am going through the lot much quicker.”
The Office of National Statistics says 2,500 grocery products have shrunk in the past five years.
Which? editor Richard Headland called it “a sneaky way of increasing prices”.
He said: “We want manufacturers and supermarkets to be upfront, so consumers aren’t misled.”
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The brand, originally called Triple Velvet, accounts for £1 in every £10 spent on loo paper.
Essity insisted the two-ply paper is still the “same strength and softness”.
It said: “Manufacturing costs are soaring. We don’t want to pass those on to the consumer.”