Number of sticks allegedly reduced from 35 to 30 in Super Coffee packets, price remains the same
A shopper in Singapore has taken to Facebook to air their frustration after discovering that Super Coffee packets now contain fewer sticks than before, even though the price appears to have stayed the same.
The customer, who regularly buys the brand, said in their Complaint Singapore post that they originally chose Super Coffee because each packet came with 35 sticks.
However, when unpacking their groceries earlier this year, they noticed that the latest pack contained only 30 sticks instead.
Shopper chose brand specifically for 35-stick pack
The difference became apparent when the shopper compared their newly purchased Super Coffee packet with one bought last year.
Source by Cherry Coke Lin on Facebook
According to the photo shared online, the older packet was labelled as containing 35 sticks, while the newer version clearly states 30 sticks.
There was also a noticeable change in net weight — from 630g in last year’s packet to 450g in the current one.
Source: Cherry Coke Lin on Facebook
The shopper said the higher stick count was a key reason they stayed loyal to the brand.
“A bit disappointing as the 35 sticks was what drew me to the brand in the first place,” they added.
Price reportedly unchanged despite reduction
What further frustrated the shopper was that the product’s price appeared to remain the same as before, despite the reduction in quantity.
This has led to concerns that customers may end up paying more per stick without realising it, especially if they do not regularly check the stated quantity on packaging.
The shopper also asked other consumers if they had encountered similar quantity reductions in other products, suggesting that the issue could be part of a wider trend.
Netizens discuss ‘shrinkflation’ concerns
In the comments, several netizens pointed out that such changes are commonly referred to as “shrinkflation”, where product sizes are reduced while prices stay the same.
One commenter alleged that companies are banking on consumers not noticing the difference.
Source: Facebook
One netizen claimed that each coffee stick had shrunk from 18g to 15g, adding that the taste had also changed compared to earlier batches.
Source: Facebook
Another commenter said such changes have been happening across many food and household products for the past two years.
Source: Facebook
Others shared that they have noticed similar adjustments in snacks, household items, and daily essentials, saying it has become harder to keep track of actual value for money when shopping.
SUPER brand confirms reduction in pack size
In response to queries by MS News, Super Singapore confirmed that the sticks per pack have been reduced from 35 to 30 sticks, with the change taking effect from Q4 2025 and applied nationwide.
According to the coffee company, the last two years have seen global “unprecedented increases” in operating costs, raw materials, and commodities such as green coffee and logistics.
Source: Super Singapore on Facebook
“SUPER has long been known as a quality, value-for-money coffee brand to Singaporeans, so it’s important to us that we continue to serve consumers great coffee products at an affordable price,” a spokesperson from the SUPER brand added.
In order to manage market dynamics, the brand shared that they opted to “slightly reduce product sizes” rather than increase prices to maintain affordability.
Super Singapore added that the 30-stick pack size is a common format for coffee mix products on Singapore’s grocery shelves, “including those from SUPER and many other brands”.
While they cannot comment on potential changes in the future, the company says their priority remains to provide their loyal consumers with products that deliver consistent quality, taste, and value.
MS News has reached out to the customer for more information.
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Featured image adapted from Cherry Coke Lin on Facebook.
