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Calls for new '60-day' rule to be introduced in all UK supermarkets The Liberal Democrats have said the "scourge of shrinkflation needs to be exposed" and is calling for supermarkets to

attach a 60-day notice on products that have decreased in size but not priceCommentsNewsCharlotte Fisher11:47, 02 Jun 2025Shrinkflation is when the price per unit of measurement for an item

increases(Image: Manchester Family / MEN) Supermarkets may have to tell their customers if they want them to “pay more for less” under proposals designed to tackle “shrinkflation” and stop

shoppers from "being ripped off" during the ongoing cost of living crisis.

The Liberal Democrats want government legislation amended to legally require large supermarkets to tell shoppers when the quantity of goods within a pre-packaged product has decreased -

meaning customers would be paying more per unit of measurement for the same item.

‌ Details of the changes would need to be attached or placed alongside the product for a 60-day period, according to the amendment tabled to the Product Regulation and Metrology Bill.

‌ Digestive biscuits, butter, crisps and chocolate bars were among the items found to have decreased in size while their unit cost increased, according to 2024 research by Compare the

Market.

MPs could be asked to vote on the Lib Dem proposal on Wednesday, June 4, when the Bill returns to the Commons for its report stage.

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Article continues below Lib Dem trade spokesman Clive Jones said: “The scourge of shrinkflation needs to be exposed.

“Shoppers have been hammered during a cost-of-living crisis all while massive companies and big supermarket chains are forcing them to pay more for less to protect their bottom lines.

“They need to be called out on it and for shoppers to know when they are at risk of being ripped off.

‌ “The government should accept this Liberal Democrat amendment so that we can help protect shoppers and their already stretched household budgets from another round of shrinkflation.”

The Bill as a whole gives powers to ministers to regulate the marketing and use of goods in the UK after Brexit.

It was previously amended in the House of Lords to provide protections to the imperial pint measure to ease fears over its future.

‌ The changes accepted by the Government would bar ministers from preventing or restricting the use of the pint in relation to draught beer, cider or milk in returnable containers.

It also provides a definition of a pint as 0.56826125 cubic decimetres.

A Department for Business and Trade spokesman said: “We’re committed to protecting consumers from unfair commercial practices and making sure they have all the information they need to make

informed decisions on purchases.

Article continues below “That’s why we’re bringing in strict new laws next year to make sure businesses use clearer labelling for prices on supermarket shelves, and retailers show all unit

prices in either kilograms or litres to improve clarity for shoppers.”