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  • Portions are smaller, but people are treating themselves to more of them as a result
  • Portions are smaller, but people are treating themselves to more of them as a result
    Baked by Melissa (2012) ©
CASE STUDY

Baked by Melissa: why we're eating more miniature foods

Fuelled by the desire for guilt-free treats, companies are downsizing portions. With people enjoying smaller snacks more often, is bite-sized eating the future of indulgence?

Location Global

Scope
Fuelled by the consumer desire for guilt-free indulgence, companies are downsizing food into manageable bite-size portions. Whether chocolates, ice-creams, burgers or biscuits, calorific treats are undergoing a process of miniaturisation.

While on the surface it might suggest people are eating less, they are instead treating themselves in smaller, more frequent bites. A mini dessert is a more everyday treat, and the rise of 'share-size' bags of mini-chocolate bars, crisps and biscuits has made it more difficult to know exactly how much you're indulging. It's a trend that growing New York chain Baked by Melissa has capitalised on, and ...

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