Quick Take — Shrinkflation: same price but less product – new rules come into force on 15 July

Drafted on 13 July, updated on 14 July 2026

From 15 July, therefore, the new measures against shrinkflation will come into force, but the regulations appear to have been watered down and lack teeth: according to the Mimit decree, the obligation for manufacturers to include the wording “This pack contains X (unit of measurement) less than the previous quantity”, which has been replaced by a communication system throughout the supply chain involving both physical and online distributors and retailers.

In the event of a reduction in a product’s nominal quantity, the parties in the supply chain (manufacturers, distributors) must send retailers a standardised notice containing information on the change, and the percentage price increase attributable to the reduction in content; this information must be made available to consumers at points of sale or via digital channels…

How? Via signs, for three months. It is not yet known what the possible penalties might be.

Read more on this topic here.

Below: two cases of product ‘shrinkage’, where the price remained the same, reported by Altroconsumo and highlighted by Il Fatto Alimentare.

All the major brands, such as Ferrero, Barilla and Fage, have practised ‘shrinkflation’.

Quick Take — The best ‘supermarket’ pesto? Discount stores win

At the top of the ranking are two Md and one Lidl-branded product: Lettere dall’Italia (Md) Pesto alla Genovese, with 42 points out of 100; Lettere dall’Italia (Md) Pesto alla Genovese without garlic, also with 42 points; and Vemondo (Lidl) Pesto vegano al basil, with 41 points.

What rewards the two Md pestos is above all the composition: the percentage of basil in the recipe is 63% basil, with a minimal oil component compared to the competitors.

Lidl‘s vegan pesto, on the other hand, contains no cheese and has a reduced content of both calories and saturated fat. Data that despite placing these jars at the top of the ranking, do not in fact speak for themselves..

Scarce: Alce Nero, Barilla, Biffi, Buitoni, Polli, Tigullio, Carrefour, Conad, Coop, Esselunga, Pam, Lidl, Eurospin, Md (which reference is not known)..

Source: Altroconsumo, via Repubblica