Hellmann's mayonnaise has become the latest product affected by "shrinkflation"
Tesco has removed the 800g jars of the Real and Light versions of the popular condiment, which retailed for £3.60.
They have since been replaced with smaller 600g alternatives - yet the shelf price has increased to £3.75.
Therefore, the mayonnaise inside the 600g jars is 37.8% more expensive per 100g than it was in the old 800g ones according to analysis by trade magazine The Grocer.
Research by the publication using Assosia data also found the 600g jars were last sold by Tesco in September 2020, at a shelf price of £2.50.
Now priced at £3.75, the items are 50% more expensive than they used to be.
A spokesperson for Hellmann's said: “Our Hellmann’s Real Mayonnaise jars are available in four sizes to suit varying shopper preferences and needs.
“This includes our 600g jar, which is available alongside our 800g, 400g and 200g jars.
“Although we are currently experiencing significant increases in input costs, including the costs of the quality ingredients used to make Hellmann’s mayonnaise, we will always try to absorb as much of the cost pressure ourselves and look for savings within our own business before passing on pricing to consumers.
“The retail price and promotion of our products is always at the sole discretion of the retailer."
Tesco declined to comment when contacted by The Mirror.
Shrinkflation happens when a product gets smaller in weight, size or quantity while its price stays the same or even increases.
It's essentially a hidden form of inflation; while it may not look as if prices have gone up, the price per unit of weight or volume has risen.
The strategy is used to boost or maintain profit margins and is mainly utilised by companies in the food and drink industry.
Shrinkflation may seem sneaky but is not illegal.
This is because producers will still continue to indicate the weight, volume or quantity on their packaging so technically they are not misleading their customers.
Throughout the cost of living crisis, shoppers have called out many popular brands for incorporating this practice into their products.
Recently Magnum and Haagen-Daz, alongside other popular ice cream brands, were called out for making their products smaller but keeping the same price.
Mars was called out for reducing the amount of ice cream bars you got in a box from six to four - these boxes are now also 10p more.
