ShortchangedSubmit
UK shrinkflation and skimpflation watchdog

They made it smaller.
You paid the same.

Same price. Less product. We do the maths. We track how UK supermarket products quietly shrank or got cheaper to make, then show the hidden price rise you are really paying.

See the league tablesSpotted a shrink?

127 products tracked across 6 categories, every figure sourced.

PG Tips · Groceries
PG Tips Tasty Decaf
64/ 100
Then · 2023
£4.00 for 180 bags
£0.02/bag
Now · 2024
£5.09 for 140 bags
£0.04/bag
+64%
hidden price rise per bag

Worst offenders

Ranked by Value Erosion Score. Higher means more value gone.

All tables
  1. 1
    CadburyChocolate
    Cadbury Roses (tub)
    +83% hidden price rise
    83/ 100
  2. 2
    NestléChocolate
    Quality Street (tub)
    +67% hidden price rise
    67/ 100
  3. 3
    PG TipsGroceries
    PG Tips Tasty Decaf
    +64% hidden price rise
    64/ 100
  4. 4
    MarsChocolate
    Celebrations (tub)
    +63% hidden price rise
    63/ 100
  5. 5
    MaltesersChocolate
    Maltesers XL Easter egg
    +39% hidden price rise
    39/ 100
  6. 6
    CadburyChocolate
    Cadbury Mini Eggs (family bag)
    +35% hidden price rise
    35/ 100
  7. 7
    KPCrisps
    Space Raiders Multipack
    +33% hidden price rise
    33/ 100
  8. 8
    Smith'sCrisps
    Frazzles Crispy Bacon Multipack
    +33% hidden price rise
    33/ 100

Best buys

The other half of the job: who to buy, not just who to avoid. Most real food per pound once the water and filler come out.

All best buys
Green pesto
Sainsbury's Sainsbury's Green Pesto 190g
Best buy
£0.98 per 100g of basil
What the actual basil costs, water and filler stripped out
48% basil · 190g · £0.89 on the shelf
The dearest rival, Sainsbury's Sainsbury's Basil Pesto, Taste the Difference 150g, works out at £8.33 per 100g. You pay 754% more for the same basil.
See the full head-to-head
Frozen pepperoni pizza
Dr. Oetker Dr. Oetker Ristorante Pepperoni-Salame Pizza 320g
Best buy
£6.08 per 100g of pepperoni
What the actual pepperoni costs, water and filler stripped out
9% pepperoni · 320g · £1.75 on the shelf
The dearest rival, Chicago Town Chicago Town Tiger Crust Double Pepperoni Frozen Pizza 320g, works out at £10.83 per 100g. You pay 78% more for the same pepperoni.
See the full head-to-head
Chocolate hazelnut spread
Sainsbury's Chocolate Hazelnut Crème Taste the Difference
Best buy
£2.86 per 100g of hazelnuts
What the actual hazelnuts costs, water and filler stripped out
35% hazelnuts · 300g · £3.00 on the shelf
The dearest rival, Nutella Hazelnut Chocolate Spread, works out at £6.37 per 100g. You pay 123% more for the same hazelnuts.
See the full head-to-head
Houmous
Sainsbury's Sainsbury's Houmous 200g
Best buy
£0.91 per 100g of chickpeas
What the actual chickpeas costs, water and filler stripped out
52% chickpeas · 200g · £0.95 on the shelf
The dearest rival, Sainsbury's Sainsbury's Extra Smooth Houmous, Taste the Difference 170g, works out at £4.25 per 100g. You pay 365% more for the same chickpeas.
See the full head-to-head

Browse by aisle

Chocolate10 trackedCrisps5 trackedBiscuits2 trackedSoft drinks1 trackedGroceries103 trackedHousehold4 tracked

Spotted in the wild

Recent tips from shoppers, verified before they appear here.

Add yours
Walkers · CrispsShrunk
Walkers (multipack)
6 bags5 bags
Tesco · Feb 2024
Pringles · CrispsShrunk
Pringles Original
200g185g
Sainsbury's · Jan 2024
Doritos · CrispsShrunk
Doritos Tangy Cheese
180g150g
Asda · Jan 2024

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