Facing higher prices for ingredients and a tumbling dollar, American food manufacturers have been forced to tackle the issue of price inflation. But rather than increase the prices of packets of food on the shelves - which tends to steer consumers away from expensive branded goods towards cheaper varieties - many of the big food manufacturers have simply shrunk the size of their products while keeping prices steady.

'That's why we call it the grocery shrink ray,' said Popken, adding that his website has seen a massive increase in alerts from users over recent weeks.

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