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Chocolate, coffee, toothpaste and even heartburn medication are among the products worst hit by ‘shrinkflation’, a new study has revealed.
Consumer group Which? found major brands are cutting back on the size of popular products as well as the quality, with some ingredients being downgraded for cheaper substitutes.
Which? asked shoppers to share some of the worst examples of shrinkflation they had seen at the supermarket in recent months.
Among the examples was Aquafresh Complete Care Original Toothpaste, which increased in price from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury’s and Ocado, a 105
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