Has your loaf shrunk? Consumers hit by 'sneaky' supermarket swizz says watchdog Which?

A “sneaky” tactic by supermarkets and big brands has been uncovered by Which?, the consumer watchdog, leading to people getting less for their money without realising it.

It has found evidence that commonly-bought items such as tea, cheese and washing powder have decreased in size or quantity but shoppers have not seen any reduction in price – and in some cases products are actually costing more now.

It found Sainsbury's increased the cost of Tetley Blend of Both tea from £2.55 to £2.75, despite the pack shrinking from 80 teabags to 75.

Asda increased its price for Philadelphia Light Soft Cheese from £1.84 to £1.87 after the pack shrank 10 per cent from 200g to 180g.

Surf Essential Oils Powder Tropical Lily & Ylang Ylang remained priced at £5 in Ocado and Tesco despite shrinking from 25 washes (2kg) to 23 washes (1.61kg).

And at Asda, Morrisons and Sainsbury's, the prices of Birds Eye Select Mixed Vegetables and Hovis Best of Both bread remained the same despite shrinking.

The watchdog reported the majority of manufacturers said it was retailers who ultimately set the prices of products.

But it pointed out supermarkets were unlikely to drop prices unless the wholesale cost fell.

Which? executive director Richard Lloyd said: "Shrinking products can be a sneaky way of putting up costs for consumers because pack sizes shrink but the prices don't.

"It's now time for action on dodgy pricing practices that stops people from easily comparing products to find the cheapest."

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In their responses, some manufacturers cited rising costs and improved packaging as reasons for their products changing in size.

Unilever, which owns the Surf brand, said it reduced the recommended retail price but it was up to supermarkets so set the in-store price.

Hovis suggested consumers wanted a smaller loaf and its bread had improved as a result.

A spokeswoman said: "The change from a 800g to 750g format was the result of extensive consumer research and feedback and the small change in weight coupled with a recipe update represented a significant product improvement and health benefit to consumers.

"Along with the slight weight reduction, the reformulation means that a slice of Hovis Best of Both contains on average 20 per cent less salt and calories than our closest competitor."