Taller box, less cereal? Calls for more transparency when companies shrink your groceries

Shrinkflation occurs when a company shrinks a product, but not the price or packaging, making it hard to detect. It has been going on for years, but as Canadians struggle with high food prices, there are growing calls to make the practice more transparent.The taller, slimmer box on the left is the new version of family-sized Honeycomb cereal. It contains 525 grams of cereal, an 11.7 per cent reduction compared to the older box on the right, which contains 595 grams.

It's called shrinkflation and occurs when food producers shrink items but not the price or packaging, making it hard to detect. It has been going on for years.Ellyn Newall of Edmonton said she would not have purchased the new box of Honeycomb cereal, left, if she had known it contains less cereal than the older box, right.

CBC News combed grocery stores over the past couple of weeks and found several cases of shrinkflation. "They're furious. Not at me, but at the fact that this is actually something that's happening," he said.

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