Hard-pressed shoppers are facing a major new swathe of hidden price increases as food giants quietly reduce the size of hundreds of products while still charging the same prices.
Some packets have reduced by as much as a quarter with manufacturers apparently hoping that will be less obvious to shoppers than direct price rises.
Such widespread shrinkflation has not been seen since the aftermath of the 2008 credit crunch and is driven by firms anxious not to raise product prices despite the rising cost of raw materials, energy and transport.
Examples include Philadelphia cream cheese which has gone from 340g to 280g but still costs the same!
Magnum maker Unilever said: ‘We will always try to absorb as much of the cost pressures ourselves before increasing our prices, and in this case it also meant reducing the size.’
Muller said: ‘While our products are substantially more expensive to make, we are trying to make sure that they remain affordable.’