The product staying the same price while quietly getting smaller — 'shrinkflation' — coined around 2009, ignored for a decade, and made a household word by 2022–24 side-by-side photos of chocolate bars, crisp packets and a toilet roll that had lost a few sheets. The record's entry for the word that made a nation measure its biscuits.
The record notes the format is the comparison photo, old packet versus new, with a ruler, and that these are posted with the energy of someone exposing a war crime.
'Shrinkflation' used by a child in 2025 about the size of a Freddo, which the record notes has been a barometer of the British economy for longer than most economists.
You were there. What happened?
