Nutella is slashing the size of its jars without reducing the price.
Its 400g pot will shrink to 350g – but shoppers must still fork out £2.90.
Makers Ferrero blamed rising costs and insisted its recipe would not change.
A spokeswoman said: “We have made a change to our Nutella 400g jar, which will now be available as a 350g.
“These changes enable us to still provide our consumers with the highest quality, taste and freshness.”
It is the latest brand accused of “shrinkflation” – cutting the size of a product but not altering the price.
Popular snacks like Doritos, Peperami and Coco Pops have all been hit by the same phenomenon.
Chocolate giant Cadbury announced in July last year that it was shrinking the size of its Double Decker and Boost multipack bars to make them both under 200 calories.
At the time, the company said it was doing so to reduce its customers calorific intake.
A spokesperson for Cadbury said: “The list price for these products will not be changing at this time. Retail pricing remains at the retailer’s sole discretion.”
Toblerone bars have also shrunk 10% by 2017, with M&M’s also reduced in size.
Even loo rolls are getting shorter.
Andrex toilet rolls now only have 221 sheets instead of 240 sheets and McVities’ Dark Chocolate Digestives have dipped from 332g to 300g a packet, while Tropicana Orange and Raspberry shrank from one litre to 850ml – a 15% reduction.
A study conducted three years ago found that, in total, 2,529 household products had shrunk in the five years after 2012 – mostly food and drink items.
Have you noticed any particular brands whose sizes have been shrinking in the last few years? Let us know in the comments below