They argue that shoppers are “savvy” and any reductions are transparently communicated online.

At a hearing before MPs of the Environment, Food and Rural Affairs Committee, Kraft Heinz’s Dominic Hawkins stated that decreasing the percentage of beans in a 415g tin from 51% to 50% was intended “to improve the quality”, not an instance of shrinkflation.

Meanwhile, Arla Foods’ Bas Padberg explained that removing 500g butter packs in favour of 400g was a cost-saving measure, stating: “It allows consumers tightening their belts to continue accessing the product.”