Known cases / Oral Care / Aquafresh
Did Aquafresh Complete Care toothpaste shrink?
100 → 75 ml −25.0%Size Facts
Before100 ml
After
75 ml
Hidden unit-price rise at same price+33.3%
When2023
CountryUnited Kingdom
Evidenceconsumer-group / news investigation
Confidencehigh
Source: https://www.which.co.uk/news/article/shrinkflation-the-brands-charging-you-more-for-less-atUkT4m2GjuP (which.co.uk). Source fetched 2026-10-14. Check the math in the calculator.
What the source says
“t just chocolate. We’ve heard of shrinkflation in everything from chicken to crumpets and cleaning products. Aquafresh Complete Care Original Toothpaste shrank from 100ml to 75ml earlier this year. The price went up at most supermarkets from £1.30 to £2 – a rise of 105% per 100ml. Gaviscon Liquid”
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