The prices are the same, the packaging familiar - yet inside, there's less than before. As inflation and rising production costs continue to squeeze manufacturers, many are quietly cutting quantities rather than raising prices outright. The tactic, known as 'shrinkflation', has become a hallmark of the cost of living crisis, affecting everything from chocolate bars to toothpaste.
Examples include reducing the number of crisps in a bag, making products or packaging smaller. Now, even some of Britain's best-loved brands have been caught up in the trend. It comes as inflation remained sky high in September. The rate of Consumer Prices Index (CPI) inflation remained unchanged at 3.8%, the Office for National Statistics revealed this week.
Consumer watchdog Which? has identified six popular products that have shrunk in size but not in price - the latest victims of inflation.
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