Shoppers across the UK may – or may not – have noticed they are getting less bang for their buck when filling their trolleys at the supermarket.
Consumers who do notice the subtle changes are quick to express their disappointment at the size and weights of their goods shrinking but the price staying the same.
This phenomenon is known as 'shrinkflation'. This year, social media feeds have been bursting with uproar at the downsizing of popular goodies such as the Toblerone and Quality Street chocolates.
Debating whether Jaffa Cakes are classed as a biscuit or cake is the least of consumers' worries, as it became the latest snack to suffer from shrinkflation.
McVitie's yesterday confirmed it had reduced the number of biscuits in a standard box from 10 to 12 and consumers aren’t happy.
Twitter user, Alexandra Campion, said: " Absolute outrage at the new Jaffa Cake boxes, I blame #Brexit."
Joshua King tweeted: " So McVitie's Jaffa Cakes are shrinking form 12 to 10. Full moon. Half moon. Total disgrace #jaffacakes #jaffascam #jaffacakegate."
A McVitie’s spokesperson said: “We have taken the decision to adjust the pack size of our McVitie’s Jaffa Cakes products and where we’ve reduced cake count, the recommended retail price has also been reduced; this applies to all the core grocery channels.
The Office for National Statistics (ONS) recently conducted a survey to measure the impact of shrinkflation since January 2012. They found that while the Brexit vote may have had an effect on reducing pack sizes, it is not directly to blame.
Apart from the Jaffa Cake here are some products that have been hit with Shrinkflation:
1. Andrex Toilet Tissue
Customers buying the popular toilet paper brand may not have noticed that the number of sheets has reduced from 240 per roll to 221 per roll.
The average RRP remains £6 for a pack of 16.
2. Bulmer's Cider
Cider lovers will have noticed a change in how they drink the the popular drink. New flavours such as Wild Berries and Lime, Pear and Bold Black Cherry.
Despite attempting to attract a larger market with its new flavours the beverage has reduced the size of its standard bottle from 568ml to 500ml.
3. Bird's Eye Fish Fingers
Frozen food giant Birds Eye has joined the ranks of suppliers shrinking its goods. A box of fish fingers now contains 10 pieces compare to 12 before the EU referendum.
A spokesperson told the Telegraph, “The cost of many of our raw products have risen since the referendum. “Whilst we are absorbing a significant proportion of the inflation ourselves, the level of increase mean that some pack sizes will see reduction.”
4. Sensodyne toothpaste
Customers looking for minty fresh breath will find that Sensodyne Repair and Protect toothpaste tubes have been reduced by 25%.
An average tube is now 75ml with a RRP of £3
Last on this list but not least is Maltesers. The ‘lighter’ snack has truly gotten lighter as a sharing packet has decreased from 121g to 103g.
Chocolate lovers can buy this packet for a RRP of £1.
Although Freddos aren’t strictly a case of shrinkflation they are still worth a mention as they remain a sore spot for most millennials who remember buying the sweet for 5p in the good old days.