Aftenposten overlooks some basic realities about mackerel in tomato sauce

Orkla Foods Norway says Aftenposten’s description of the reduced fish content in mackerel in tomato sauce as shrinkflation overlooks basic realities of the market.

The company points to a sharp decline in the Northeast Atlantic mackerel stock, historically low catch advice and a raw-material price that has more than doubled. It also says producers are competing to secure supplies of the fish.

Orkla Foods Norway says it has long been concerned that scientific advice on managing the stock has not been followed closely enough. The reductions now being made are necessary, it argues, to allow the stock to grow again.

Higher raw-material prices have reduced sales of mackerel in tomato sauce, the company says. Fewer people are eating what it describes as one of the healthiest spreads available. The adjusted recipe, it argues, is needed to keep the product accessible to as many people as possible in a difficult market.