Forget 'shrinkflation'... popular brands are being hit by 'SKIMPFLATION': How food favourites are being made with cheaper ingredients while prices stay the same

Shoppers have become all but too familiar with Shrinkflation - when brands and supermarkets reduce the size of products while charging the same amount for them. Customers are now becoming accustomed to products being tweaked as pricey ingredients are reduced or removed altogether from brands Customers noticed a change in taste as Morrison's guacamole has been altered to contain less avocado With the war in Ukraine making certain products more scarce, brands are reducing expensive ingredients such as olive oil in foods. Aldi's Specially Selected pesto rosso has also been tweaked, and now comes with 3% less sun-dried tomatoes and 6% less extra virgin olive oil per jar. Aldi's Specially Selected pesto rosso contains 3% less sun-dried tomatoes and 6% less extra virgin olive oil per jar Morrison's have been tinkering wit guacamole, to include 77% avocado, including 46% puree, down from a total of 80%. Olive oil was slashed from 21% to 10% of Sainsbury's olive spread 'Shoppers are more likely to notice shrinking pack sizes and higher prices on the products they buy than to read the labels each week to check the proportion of ingredients hasn't changed.