Smaller packs, same price: curse of ‘shrinkflation’ hits shoppers’ baskets

Food suppliers are cutting pack sizes and raising checkout prices in response to rising costs

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Shoppers should watch out for supermarkets and food brands sneaking through price rises by shrinking pack sizes - known as shrinkflation" - as they wrestle with rising commodity, energy and labour costs, analysts have warned.

Food giants, facing surging prices of commodities such as oil and flour, as well as record power prices, are opting to cut pack sizes as well as hike checkout prices, adding to the wave of inflationary pressures hitting households.