Which?: shrinkflation cases
By ShrinkRadar · Updated 5 Nov 2026
51 documented shrinkflation cases in our library come from Which? (2017–2026), mostly from United Kingdom. We fetched each report, checked the before and after sizes, and link the original page on every case.
Source Facts
Years2017–2026
CountriesUnited Kingdom
Median cut−12.5%
All 51 cases from Which?
| Product | Size | Cut |
|---|---|---|
| M&M's Crispy Easter Egg M&M's · United Kingdom · 2026 | 192 g → 156 g | −18.8% |
| Galaxy Milk Chocolate Extra Large Easter Egg Galaxy · United Kingdom · 2026 | 252 g → 210 g | −16.7% |
| Toblerone The Edgy Egg Milk Chocolate Easter Egg Toblerone · United Kingdom · 2026 | 298 g → 256 g | −14.1% |
| Cadbury Mini Eggs Milk Chocolate Easter Egg Cadbury · United Kingdom · 2026 | 193.5 g → 181 g | −6.5% |
| Cadbury Dairy Milk & White Shell Egg Cadbury · United Kingdom · 2026 | 372 g → 360 g | −3.2% |
| Cadbury Fudge bar multipack (UK) Cadbury · United Kingdom · 2025 | 5 bars → 4 bars | −20.0% |
| Ocean Spray cranberry sauce jar, smooth and whole Ocean Spray · United Kingdom · 2024 | 250 g → 200 g | −20.0% |
| Nestlé Dairy Box small box Nestlé · United Kingdom · 2024 | 20 chocolates → 16 chocolates | −20.0% |
| Nestlé Dairy Box Classic Collection Nestlé · United Kingdom · 2024 | 40 chocolates → 32 chocolates | −20.0% |
| Cadbury medium Santa selection box Cadbury · United Kingdom · 2024 | 145 g → 125 g | −13.8% |
| Nestlé Dairy Box Winter Collection Nestlé · United Kingdom · 2024 | 40 chocolates → 36 chocolates | −10.0% |
| Cadbury Buttons selection box Cadbury · United Kingdom · 2024 | 375 g → 340 g | −9.3% |
| Cadbury Mini Snowballs family bag Cadbury · United Kingdom · 2024 | 296 g → 270 g | −8.8% |
| Celebrations tub Celebrations · United Kingdom · 2024 | 600 g → 550 g | −8.3% |
| Sainsbury's Scottish Oats Sainsbury's · United Kingdom · 2023 | 1000 g → 500 g | −50.0% |
| Bisto Best turkey gravy granules Bisto · United Kingdom · 2023 | 230 g → 150 g | −34.8% |
| Colgate Triple Action Toothpaste Colgate · United Kingdom · 2023 | 100 ml → 75 ml | −25.0% |
| Aquafresh Complete Care toothpaste Aquafresh · United Kingdom · 2023 | 100 ml → 75 ml | −25.0% |
| PG Tips Tasty Decaf Pyramid tea bags PG Tips · United Kingdom · 2023 | 180 bags → 140 bags | −22.2% |
| Lurpak Slightly Salted Butter Lurpak · United Kingdom · 2023 | 225 g → 180 g | −20.0% |
| Yeo Valley Organic Salted Spreadable Yeo Valley · United Kingdom · 2023 | 500 g → 400 g | −20.0% |
| Cadbury Dairy Milk Freddo multipack Cadbury · United Kingdom · 2023 | 5 bars → 4 bars | −20.0% |
| Listerine Fresh Burst mouthwash Listerine · United Kingdom · 2023 | 600 ml → 500 ml | −16.7% |
| Cadbury Brunch Chocolate Chip Bars Cadbury · United Kingdom · 2023 | 6 bars → 5 bars | −16.7% |
| Gaviscon Liquid Aniseed Gaviscon · United Kingdom · 2023 | 600 ml → 500 ml | −16.7% |
| KitKat two-finger multipack KitKat · United Kingdom · 2023 | 21 bars → 18 bars | −14.3% |
| Kettle Chips Sea Salt & Black Peppercorn Kettle · United Kingdom · 2023 | 150 g → 130 g | −13.3% |
| Rowntree's Jelly Tots giant tube Rowntree's · United Kingdom · 2023 | 130 g → 115 g | −11.5% |
| Milkybar buttons giant tube Milkybar · United Kingdom · 2023 | 90 g → 80 g | −11.1% |
| Andrex Classic Clean Washlets wipes Andrex · United Kingdom · 2023 | 40 wipes → 36 wipes | −10.0% |
| Coffee Mate Original Whitener Coffee Mate · United Kingdom · 2023 | 500 g → 450 g | −10.0% |
| Quality Street tub (2023) Quality Street · United Kingdom · 2023 | 600 g → 550 g | −8.3% |
| Bisto Best Chicken Gravy Granules Bisto · United Kingdom · 2023 | 250 g → 230 g | −8.0% |
| McVitie's Digestives Dark Chocolate McVitie's · United Kingdom · 2023 | 433 g → 400 g | −7.6% |
| Nescafé Original instant coffee Nescafé · United Kingdom · 2023 | 200 g → 190 g | −5.0% |
| Terry's Chocolate Orange Ball Toffee Crunch Terry's · United Kingdom · 2023 | 152 g → 145 g | −4.6% |
| Lurpak block butter Lurpak · United Kingdom · 2022 | 250 g → 200 g | −20.0% |
| Penguin and Club biscuit multipacks McVitie's · United Kingdom · 2022 | 8 bars → 7 bars | −12.5% |
| McVitie's Digestives McVitie's · United Kingdom · 2022 | 400 g → 360 g | −10.0% |
| Richmond meat-free sausages Richmond · United Kingdom · 2022 | 336 g → 304 g | −9.5% |
| Magnum ice creams (4-pack, per stick) Magnum · United Kingdom · 2022 | 110 ml → 100 ml | −9.1% |
| Quality Street tub Quality Street · United Kingdom · 2022 | 650 g → 600 g | −7.7% |
| Pringles tube (UK) Pringles · United Kingdom · 2022 | 200 g → 185 g | −7.5% |
| Comfort Pure fabric conditioner Comfort · United Kingdom · 2022 | 85 washes → 83 washes | −2.4% |
| Bisto parsley sauce granules (UK) Bisto · United Kingdom · 2019 | 300 g → 190 g | −36.7% |
| Fairy All in One dishwasher tablets, 67-pack (UK) Fairy · United Kingdom · 2019 | 67 tablets → 60 tablets | −10.4% |
| Doritos, 200 g sharing bag (UK) Doritos · United Kingdom · 2019 | 200 g → 180 g | −10.0% |
| Felix mixed selection in jelly cat food, 44-sachet pack (UK) Felix · United Kingdom · 2019 | 44 sachets → 40 sachets | −9.1% |
| Ecover washing-up liquid, 1 litre bottle (UK) Ecover · United Kingdom · 2019 | 1000 ml → 950 ml | −5.0% |
| McVitie's Digestives, 500 g pack (UK, 2018) McVitie's · United Kingdom · 2018 | 500 g → 400 g | −20.0% |
| Ambrosia Devon custard, 1 kg pack (UK) Ambrosia · United Kingdom · 2017 | 1000 g → 750 g | −25.0% |
Other sources from United Kingdom
- Allsupers59cases from United Kingdom · 59 in all
- The Grocer33cases from United Kingdom · 33 in all
Categories it covers most
- Chocolate & Candy21cases from this source
- Cookies & Crackers4cases from this source
- Dairy4cases from this source
- Chips & Snacks3cases from this source
- Coffee & Tea3cases from this source
- Oral Care3cases from this source
- Pasta, Rice & Meals3cases from this source
- Dish & Cleaning2cases from this source
Other sources: Verbraucherzentrale Hamburg · Mouse Print* · Consumentenbond · Allsupers · ynet · Konsument (VKI) · LendingTree · NIH Dietary Supplement Label Database · CHOICE · The Grocer · kepie. Watch. All cases: known cases.