Wall of Shame · Documented Brand
I Can'T Believe It'S Not Butter!
We've documented 4 shrinkflation events across 4 products since 2022, with an average size reduction of 9.2% per event.
Total events
4
Products tracked
4
Avg shrinkage
-9.2%
First detected
2022
4 years of shrinking
Gaps for early years mean no documented claims, not no shrinkflation events. Reddit's r/shrinkflation was founded in 2013 and news coverage of shrinkflation only became routine after 2021.
20251 event · most covered first
Biggest individual shrinks
Reddit·2022-07-17
500g
450g
Buttery spread
-10.0%500g → 450g
dailymail.co.uk·2022-07-15
500g
450g
I Can't Believe It's Not Butter! spread
-10.0%500g → 450g
mirror.co.uk·2022-08-25
500g
450g
I Can't Believe It's Not Butter Spread
-10.0%500g → 450g
Source·2025-08-16
227g
212g
I Can't Believe It's Not Butter! Originale
-6.6%227g → 212g