Did I Can't Believe It's Not Butter spread (UK) shrink?
Before you paid £0.32 per 100 g; after, £0.36 per 100 g: 11.1% more for the same amount.
How big a cut? The joint 33rd-largest of 65 documented dairy cuts (tied with 11 others); a bigger cut than 31% of all 1,366 cases in the library. See the biggest cuts →
- When
- 2026 · reported 19 May 2026
- Country
- United Kingdom
- Brand
- I Can't Believe
- Category
- Dairy
- Source
- allsupers.co.uk
Source and evidence
Against official inflation: ONS CPI (UK) “milk, cheese and eggs” changed +0.4% (12 months to May 2026). This pack’s price per gram changed +11.1%, 10.7 percentage points above the official rate, using the shelf prices the source recorded. Every case is compared the same way in the ShrinkRadar Index.
What the source says
“Before: I Can't Believe It's Not Butter Original Spread 500g (Tesco), size 500 g, regular price £1.60, price per unit £3.20/kg. Now: I Can't Believe It's Not Butter Original Spread 450g (Tesco), size 450 g, regular price £1.60, price per unit £3.56/kg. First detected: 24 May 2026. New pack since 19 May 2026.”
More from the UK: the UK Shrinkflation Tracker has all 175 documented cases, sortable and filterable.
Topic guide: butter, cheese and yogurt shrinkflation, every documented case in one place, brand by brand.
More dairy in United Kingdom
All 7 in the case library →- Dairy · 2026
Danone Skyr high protein natural yoghurt (UK)
480 → 450 g−6.2%
United Kingdom · Source: allsupers.co.uk - Dairy · 2025
Kerrygold Salted and Unsalted butter block
250 → 200 g−20.0%
United Kingdom · Source: thegrocer.co.uk - Dairy · 2023
Lurpak Slightly Salted Butter
225 → 180 g−20.0%
United Kingdom · Source: which.co.uk
Newest in dairy
Butter, cheese and yogurt shrinkflation →- Dairy · 2026
The Laughing Cow Creamy Light cheese wedges
6 → 5.4 oz−10.0%
United States · Source: mouseprint.org - Dairy · 2026
Gippsland Dairy Twist yogurt
720 → 700 g−2.8%
Australia · Source: theaustralian.com.au - Dairy · 2026
Rama margarine (Austria, 2026)
450 → 400 g−11.1%
Austria · Source: konsumentenfragen.at
