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.
6. Freddo
Few products capture the spirit of shrinkflation like the Freddo. The frog-shaped Dairy Milk bar has long been a benchmark for value — and a source of national outrage each time it changes in size or price. Over the years, Freddo has shrunk and climbed steadily in cost. For example, Freddo mulitpacks went from five frogs to four, but at Morrisons, Ocado and Tesco, the price didn’t change resutling in a 25% price rise per frog.
(Image: PA)