"Selling Pilchards or Tomato Sauce": Customer Calls Out SA Tinned Fish Brand for 'Shrinkflation'

• A South African customer accused a beloved tinned fish brand of "shrinkflation" after discovering a can with significantly less fish than expected
• The complaint sparks debate among consumers about value for money and product quality in the face of rising inflation
• The incident reignites discussions around transparency in packaging and labelling, with many calling for brands to address grievances directly to maintain trust and loyalty

Bathong! A South African beloved tinned fish brand has come under scrutiny after a customer took to social media to accuse the company of “shrinkflation.”

The complaint quickly gained traction on X (formerly Twitter), sparking debate among consumers about value for money during tough economic times, where inflation continues to increase in South Africa.

According to Stats SA, the headline rate of consumer inflation rose from 3.0% in June to 3.5% in July 2025. This rate is the highest since 3.8% in September 2024. The average price increase from June to July was 0.9%. The annual rate of inflation for food and non-alcoholic beverages (NAB) increased from 5.1% in June to 5.7%.

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Man calls out South African food brand over "shrinkflation"

The dissatisfied customer took to X under the handle Pranesh Luckan, where he posted images of his opened can of pilchards, claiming it contained just three-and-a-half pieces of fish weighing 136g in a 400g can. Expressing his frustration, Pranesh Luckan wrote in his tweet:

“Guys, I know this is our national tinned fish brand, but what kind of shrinkflation is this? 3 and 1/2 pieces of fish weighing 136g ina 400g can. Is @luckstarSA selling pilchards or tomato sauce? Who can I contact @wendyknowler?

The post resonated with many South Africans who consider the brand a household staple. With the rising cost of living, consumers are becoming more vocal about perceived reductions in product quality or quantity without corresponding price cuts.

“Shrinkflation," the practice of selling smaller quantities of a product at the same price, has become a global talking point as companies attempt to manage production costs amid inflationary pressures. However, customers often feel short-changed, especially when it comes to trusted heritage brands like the one in question.

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While the brand has issued a public response on their official account on X, saying:

“We are sorry to hear this, and can assure you that this is not the proper standard that Lucky Star strives to uphold”.

The viral complaint posted on August 20, 2025, has reignited discussions around transparency in packaging and labelling. Many South Africans online echoed the same sentiment, questioning whether they were getting their money’s worth.

As social media continues to provide consumers with a powerful platform, brands may be compelled to address these grievances directly to maintain trust and loyalty among their customers.

Take a look at the post below:

Mzansi weigh on the issue

South Africans flooded the comments section expressing their thoughts, saying:

Dr Boni said:

"I genuinely wondered if we’re eating more food and that’s why our portions look smaller or if the portions are actually smaller, and I’m glad to see this & know that I’m not crazy, the portions are actually smaller."

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ValiantTaai added:

"No, you gotta blast them! So many ppl depend on that for daily protein, they can't be doing that nonsense! The fisheries department is allowing the Chinese trawlers to fish entire oceans to near extinction with negligence, but poor SAns shouldn't be burdened with high cost and empty cans."

Kganya wrote:

"Aowa!! That’s more of a sauce than pilchards. Haibo."

DUNCAN160 stated:

"I was shocked when I opened one yesterday."

NtshepyK commented:

"They gave you winter soup. I stand with you during this difficult time."

South Africans express frustrations with brands in Mzansi

• Briefly News reported that a South African woman has ignited a heated conversation on social media after calling out a popular fashion store over the steep price of a coat.
• A woman has expressed her disappointment after purchasing a birthday cake from a popular retailer in South Africa, only to find it rock-hard and inedible.
• A young woman from South Africa was left disappointed and heartbroken after her eagerly awaited Shein order turned out to be nothing like what she expected.

Source: Briefly News