Unliever is to cut the size of British ice-creams including Magnum, Cornetto, Ben & Jerry’s and Feast by up to a third to bring them all under 250 calories. From the spring, Ben & Jerry’s single portion tubs will be reduced from 150ml to 100ml, a 33% reduction in size. The price, however, will only drop by 26% – from £2.04 to £1.50. The food group said it had spent 18 months with a signifiant amount invested in research to achieve its aims of bringing all its “single-serving” ice-creams below 250 calories. However, the company is likely to be criticised for increasing the price per gramme of products under the veil of a healthy eating drive. Clarke admitted to the Grocer that there was a risk of a customer backlash but said he was confident shoppers would “appreciate what we are trying to do ... and buy more”.