KitKats, Gaviscon, toothpaste, and even Freddo have all fallen victim to shrinkflation, consumer group Which? has found.

As families struggle with the cost of a trip to the supermarket, a survey of shoppers revealed how many products are getting smaller - while others are being downgraded with cheaper ingredients.

Among the examples are:

• Aquafresh complete care original toothpaste - from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury's and Ocado

• Gaviscon heartburn and indigestion liquid - from £14 for 600ml to £14 for 500ml at Sainsbury's

• Sainsbury's Scottish oats - from £1.25 for 1kg to £2.10 for 500g

• KitKat two-finger multipacks - from £3.60 for 21 bars to £5.50 for 18 bars at Ocado

• Quality Street tubs - from £6 for 600g to £7 for 550g at Morrisons

• Freddo multipac

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