Jacqui Felgate has been inundated by messages from grumpy Pringles lovers after posting a photo of opened tubes of the chips on social media.

“Apparently Pringles are putting less in the tube and the size of the chips is smaller,” the 3AW Drive host said.

Professor of marketing at Queensland University of Technology, Gary Mortimer, says “shrinkflation” results from a common strategy used by food manufacturers when input costs rise.

Press PLAY below to hear more about the “shrinkflation” phenomenon

Image: Jacqui Felgate/Instagram