Cash-strapped shoppers are feeling the cost of living bite again – as toothpaste brands hike prices and cut pack sizes.
In the latest example of “shrinkflation”, where products get smaller but prices get bigger, a regular tube of Colgate Max Whitening Complete is down 15ml but £1.99 dearer.
At £3.50, a 100ml pump of Colgate Total costs 25p more for 25ml less, while the brand’s Max Fresh has shot up from £2.85 to £5 for 125ml.
