Ever wondered why certain foods from supermarkets taste different or don't last as long as they used to?
Well, you have shrinkflation to thanks for that.
Shrinkflation is a method used by manufacturers and retailers to reduce the size of a product while keeping the price the same to protect margins.
Magnum was the latest to inform customers they would be getting less bang for their buck, with multipacks now only containing three ice creams rather than four, with the price intact at £3.
Last summer, the Unilever-owned brand also reduced the size of the ice creams to 100ml from 110ml.
Here is a rundown of some supermarket favourites that are now more expensive because of shrinkflation.
Cadbury’s buttons
Cadburys has reduced the size of one of its chocolate products by almost a quarter while keeping the supermarket prices the same.
‘Big Share’ bags, or more aptly put, ‘Smaller Share’ bags, of Dairy Milk buttons have been slimmed down to 184.8g from 240g, a 23% reduction, while Asda and Tesco have kept prices at £2.
New Covent Garden chicken soup
Not only is the soup 40g smaller at 560g for the same price of £2, but the manufacturer also cut the amount of meat in the product.
Now, it only contains 28g of chicken compared to previous levels of 35g. Not a good thing for the gym buffs looking to hit their protein targets.
La Famiglia Rana Classic Italian Tagliatelle Bolognese kit
While the size and price of the product have remained the same at 408g and £4, the key ingredient has been cut.
In this instance, what was once 67g of beef is now 52g of pork and beef meat.
Vesta Chow Mein
A popular Chinese dish, this ready-made version now has 4g of dried cook beef compared to previous levels of 11g.
Not only that, but customers will also have to fork out an extra £1 at £2.75 for the inconvenience.
Shaken Other dairy-free chocolate shake
A 330ml bottle now contains 66% less coconut milk at 30ml, although the price remains unchanged at £1.60.
Schloer white grape and elderflower juice drink
This product now contains significantly less white grape juice, down to 144ml from 300ml.
Not only that, but customers will also have to spend an extra 25p at £2.65 for a 750mln bottle.
Fanta Orange zero
Owned by Coca-Cola, the orange fizzy drink contains 33% less orange juice from concentrate, down to 20ml.
A 500ml bottle will now also cost you £1.60 at supermarkets, up from £1.45.
Tesco's finest cottage pie
It isn’t just manufacturers and suppliers getting in on the shrinkflation hype.
Supermarkets are also altering their own brand products.
Tesco’s finest cottage pie now contains less beef, down to 112g from 125g, while the product is also 50p dearer at £4.
Tesco's finest creamy fish pie
A 400g fish pie now only contains a fifth of fish, down from 96g.
Like the cottage pie, it also received a 50p price hike to £4.
Attack A Snack chicken n’ cheese with tomato ketchup
A staple in primary school lunch boxes up and down the country, parents will be getting 20% less chicken at 16g for the same price of £1.25.
Ella’s Kitchen chicken casserole
Similarly, this casserole will contain 1g less chicken to 13g but cost an extra 10p at £1.70.
Jacob’s mini cheddars original
A multipack of six packets at 25g each will taste less cheesy, with each packet containing 14g of dried cheese, down from 18g.
The multipack will now also cost £1.75, up from £1.45.