article_snippet.sent: , It's even got a name: 'shrinkflation'.
article_snippet.sent: F ood industry commentator Martin Isark believes the shrinking ploy is becoming more widespread. '
article_snippet.sent: Vince Bamford, buying and supply editor of The Grocer, says shrinkflation has taken off because suppliers are under pressure to maintain profit margins to keep shareholders happy and believe consumers prefer smaller products to price increases. '
highlights_snippet.sent: Food industry experts believe shrinking ploy is becoming more common .