Shrinkflation in United Kingdom
47 documented cases, biggest cuts first.
- 🇬🇧 Breakfast Cereals · 2023
Sainsbury's Scottish Oats
1000 → 500 g −50.0%Source: which.co.uk - 🇬🇧 Pasta, Rice & Meals · 2023
Bisto Best turkey gravy granules
230 → 150 g −34.8%Source: which.co.uk - 🇬🇧 Oral Care · 2023
Colgate Triple Action Toothpaste
100 → 75 ml −25.0%Source: which.co.uk - 🇬🇧 Oral Care · 2023
Aquafresh Complete Care toothpaste
100 → 75 ml −25.0%Source: which.co.uk - 🇬🇧 Coffee & Tea · 2023
PG Tips Tasty Decaf Pyramid tea bags
180 → 140 bags −22.2%Source: which.co.uk - 🇬🇧 Dairy · 2023
Lurpak Slightly Salted Butter
225 → 180 g −20.0%Source: which.co.uk - 🇬🇧 Dairy · 2023
Yeo Valley Organic Salted Spreadable
500 → 400 g −20.0%Source: which.co.uk - 🇬🇧 Dairy · 2022
Lurpak block butter
250 → 200 g −20.0%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2023
Cadbury Dairy Milk Freddo multipack
5 → 4 bars −20.0%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Twix white chocolate Easter egg
316 → 258 g −18.4%Source: theguardian.com - 🇬🇧 Oral Care · 2023
Listerine Fresh Burst mouthwash
600 → 500 ml −16.7%Source: which.co.uk - 🇬🇧 Dairy · 2023
Cadbury Brunch Chocolate Chip Bars
6 → 5 bars −16.7%Source: which.co.uk - 🇬🇧 Health & Supplements · 2023
Gaviscon Liquid Aniseed
600 → 500 ml −16.7%Source: which.co.uk - 🇬🇧 Pet Food · 2023
Whiskas cat food pouch (UK)
100 → 85 g −15.0%Source: en.wikipedia.org - 🇬🇧 Juice & Drinks · 2025
KitKat Chunky milk chocolate Easter egg
129 → 110 g −14.7%Source: theguardian.com - 🇬🇧 Juice & Drinks · 2023
KitKat two-finger multipack
21 → 18 bars −14.3%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2024
Cadbury medium Santa selection box
145 → 125 g −13.8%Source: which.co.uk - 🇬🇧 Chips & Snacks · 2023
Kettle Chips Sea Salt & Black Peppercorn
150 → 130 g −13.3%Source: which.co.uk - 🇬🇧 Cookies & Crackers · 2022
Penguin and Club biscuit multipacks
8 → 7 bars −12.5%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Quality Street Purple One (per sweet)
9.59 → 8.46 g −11.8%Source: theguardian.com - 🇬🇧 Juice & Drinks · 2016
Toblerone bar (UK)
170 → 150 g −11.8%Source: en.wikipedia.org - 🇬🇧 Chocolate & Candy · 2023
Rowntree's Jelly Tots giant tube
130 → 115 g −11.5%Source: which.co.uk - 🇬🇧 Chocolate & Candy · 2015
Cadbury Fingers (UK)
125 → 111 g −11.2%Source: en.wikipedia.org - 🇬🇧 Juice & Drinks · 2023
Milkybar buttons giant tube
90 → 80 g −11.1%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2016
Terry's Chocolate Orange (UK)
175 → 157 g −10.3%Source: en.wikipedia.org - 🇬🇧 Juice & Drinks · 2016
Toblerone large bar (UK)
400 → 360 g −10.0%Source: en.wikipedia.org - 🇬🇧 Personal Care · 2022
Dove Beauty Bar (UK)
100 → 90 g −10.0%Source: en.wikipedia.org - 🇬🇧 Toilet Paper · 2023
Andrex Classic Clean Washlets wipes
40 → 36 wipes −10.0%Source: which.co.uk - 🇬🇧 Coffee & Tea · 2023
Coffee Mate Original Whitener
500 → 450 g −10.0%Source: which.co.uk - 🇬🇧 Cookies & Crackers · 2022
McVitie's Digestives
400 → 360 g −10.0%Source: which.co.uk - 🇬🇧 Coffee & Tea · 2022
Nescafé Azera Americano tin (UK)
100 → 90 g −10.0%Source: npr.org - 🇬🇧 Meat & Fish · 2022
Richmond meat-free sausages
336 → 304 g −9.5%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2024
Cadbury Buttons selection box
375 → 340 g −9.3%Source: which.co.uk - 🇬🇧 Ice Cream · 2022
Magnum ice creams (4-pack, per stick)
110 → 100 ml −9.1%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Celebrations tub (2025)
550 → 500 g −9.1%Source: theguardian.com - 🇬🇧 Juice & Drinks · 2024
Celebrations tub
600 → 550 g −8.3%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2023
Quality Street tub (2023)
600 → 550 g −8.3%Source: which.co.uk - 🇬🇧 Meat & Fish · 2023
Bisto Best Chicken Gravy Granules
250 → 230 g −8.0%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2022
Quality Street tub
650 → 600 g −7.7%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Terry's Chocolate Orange (2025)
157 → 145 g −7.6%Source: theguardian.com - 🇬🇧 Juice & Drinks · 2023
McVitie's Digestives Dark Chocolate
433 → 400 g −7.6%Source: which.co.uk - 🇬🇧 Chips & Snacks · 2022
Pringles tube (UK)
200 → 185 g −7.5%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Toblerone 360g bar (UK)
360 → 340 g −5.6%Source: theguardian.com - 🇬🇧 Coffee & Tea · 2023
Nescafé Original instant coffee
200 → 190 g −5.0%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2023
Terry's Chocolate Orange Ball Toffee Crunch
152 → 145 g −4.6%Source: which.co.uk - 🇬🇧 Juice & Drinks · 2025
Quality Street Orange Crunch (per sweet)
9.06 → 8.72 g −3.8%Source: theguardian.com - 🇬🇧 Laundry · 2022
Comfort Pure fabric conditioner
85 → 83 washes −2.4%Source: which.co.uk