Shoppers have slammed Lidl for their "sneaky" move of reducing the quality of one of their products but not changing the price.
One customer of the discount supermarket noted that it had made a change to floralys toilet roll and warned others about the move.
The customer shared an image of Lidl Floralys toilet roll four-pack to the Extreme Couponing and Bargains UK group on Facebook.
The post read: "Not a bargain but something to be aware of.
"Lidl have changed the quality of their quilted toilet paper, changed from 4 ply to 3 ply but have kept the price the same."
The post garnered a mass response with nearly 400 comments from others sharing their disappointment with the revelation
One user commented: "Yes I've just noticed it once I opened a roll from the new pack. How annoying!"
A fellow shopper called the move "so sneaky".
Another shopper commented: "It's a never-ending this extortion!! No recourse, we just have to let this madness continue!!"
Another added: "Why am I not surprised can't believe the prices of loo paper and kitchen paper it's all way over the top now don't know when all this is going to end its all becoming extortionate now."
As of writing, Lidl advertises the price online of a four-pack of Floralys quilted range on its website as £3.09.
This product is also pictured as being four-ply.
One Facebook user accused the german supermarket of "shrinkflation".
Shrinkflation happens when consumer products get smaller in weight, size or quantity while their prices stay the same or even increase.
The strategy is used to boost or maintain profit margins and is mainly utilised by companies in the food and drink industry.
Shrinkflation can seem sneaky as some users pointed out in this Lidl case, but is not illegal as producers will still continue to indicate the weight, volume or quantity on their packaging.
Consumers have been pointing to examples of shrinkflation over the last year amid record-high inflation and supply chain issues.
One Facebook user was thankful for the post saying that they were "glad someone is keeping an eye on these" because it was "truly unfair" of supermarkets to try and trick their customers when they should just be honest about moves like this.
Responding to the claims, Lidl told Mirror Money that the product was recently reformulated to improve the quality of each individual layer.
Lidl says that the new three-ply offering is equal to the quality of the previous four-ply, which is why the price is the same.
A Lidl spokesperson said: “Our teams have been working hard to improve the quality of the individual layers in our Floralys Quilted Toilet Tissue, making them thicker and stronger than before.
"This means that customers are still getting a high-quality product at the same great value price.”
