Shrinkflation takes a bite out of Easter eggs as shoppers pay more for less

The price of popular branded eggs has risen by over 40% in some cases while some have also shrunk in size

Shoppers are shelling out for smaller eggs again this Easter as shrinkflation takes another bite out of the favourite seasonal treat.

The price of popular branded chocolate eggs has risen by more than 40% in some cases while some have also shrunk in size, according to research by the consumer champion Which?.