Shrinkflation: is the tactic a necessary evil as suppliers battle to keep costs low?

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From shrinking chocolate bars to half-full packets of crisps, it’s safe to say that shrinkflation has been a fairly common – although controversial – cost-cutting tactic across the food and drink sector for many years.

As suppliers look to balance increasing costs with pressure to keep prices low, customers are more familiar with the concept of shrinkflation than ever before, meaning the tactic has come under scrutiny once again. While small changes often go unnoticed, current cost-of-living pressures mean that shoppers are hyper-focused on how much product they are getting for their hard-earned cash.

Read the full story here. 

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