Danone has been accused of joining the Brexit ‘shrinkflation’ trend after it reduced the size of its Activia big pots from 500g to 450g. The yoghurt remained at its pre-reduction price of £1.50 this week in Asda, Sainsbury’s and Ocado.

The change was exposed in a newspaper story as another example of brands reducing weights to combat inflation. But Danone insisted the move was due to a recent “recipe change and new packaging”.