‘Now even smaller’ and ‘All new, worse recipe’: these are the labels you won’t see on food – but you should | Hilary Osborne

Firms that trumpet larger packets and improved formulas should also be frank about the shrinkflation that is giving the consumer less

New improved recipe!" Now with more cheese". Manufacturers and retailers have long been swift to announce with fanfare some changes to their products, but there are others they would prefer you didn't notice. Smaller pack sizes and changes in ingredients to reduce the cost of production - both unheralded - confront the consumer, but unless you look closely you might not know. That's the intention.

There are the packs of butter that have shrunk from 250g to 200g without the change being advertised, catching out bakers in the process; the dwindling pet food pouches that left cat owners wondering why their moggies were miaowing for more; the olive oil spread that goes by the same name despite the headline ingredient being halved.

Hilary Osborne is the Guardian's consumer and money editor