Lisa is convinced that one of her fave biscuits, the Kingston, has undergone ‘shrinkflation’.

“Either our mouths have gotten bigger or the Kingston biscuit has shrunk”, is what she surmised on Thursday.

“But I don’t think the price has dropped,” she added.

The practice is pretty sly, the contents of what you’re buying goes down (usually ever so slightly) while the price goes up.

You could almost call it corporate gaslighting as you don’t pick up on the slight change until you think to yourself ‘Hmmm, I’m sure that used to be bigger’.

It’s not a new phenomenon, but it tends to become more common during periods of high inflation, such as now.