The shrinking chocolate bar has been a subject of heated debate over the past couple of years, reaching new heights with Toblerone's bike rack stunt.
Now it looks like McVitie's in the firing line after it was discovered there are less Jaffa Cakes in this year's Christmas pack.
Yes, despite the backlash from last year when the regular pack size went from 12 to 10, this year the cake (or biscuit?) supplier has gone right ahead and shrunk the 'yard' pack size to just 28 inches, meaning there are eight fewer treats.
And even though the number has gone from 48 to 40, the price is staying the same at £3.
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Needless to say, people are not happy about it.
One angry customer told said: "I always get a yard of Jaffa Cakes in the run up to Christmas.
"I'm sorely disappointed that they're smaller - and contain fewer cakes.
"It's just the society we live in, I suppose. Multi-million pound companies shaving costs by conning the consumer with smaller products for the same price.
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"Also, a dozen Jaffa Cakes is a perfect amount to share with a loved on - 10 just doesn't quite do it."
The passion, the anger, the disgust - this customer's views are ones shared by other members of the public who have hit back at the biscuit company for cutting down the number of chocolatey-orange treats.
But they're even angrier at the fact that it's still being sold as a yard, despite the rest of the pack being made up of filler.
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McVitie's responded to the fury by stating: "It was over a year ago that we announced changes to the pack sizes of our Jaffa Cakes.
"These changes included more options for Jaffa lovers introducing snack and sharing style packs and also changing our standard packs from 12 cakes to ten.
"Our new seasonal 'Jaffa Cracker' consists of four individual packs of ten cakes which are stacked and designed to be gifted over the festive period.
"We understand there are online independent retailers who are misleading consumers by selling McVitie's products with incorrect information.
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"Although this is not within our control we take appropriate measures to report these as soon as we're made aware."
In other words, it should no longer be sold as a yard and the correct term is now a Jaffa Cracker. Whatever next - Terry's Chocolate Lemon? Mediocre Street? Cadbury's Milk Coaster? With the way things have been going, we wouldn't be surprised if any of these showed up on the shelves in the next couple of years.
Featured Image Credit:Topics: Christmas