Picture this. You pop open a bag of barbecue chips as you sit down to watch a football game or Love Island. Then you stare down in disbelief. You bought a bag of air with a smattering of chips at the bottom. This is a universal experience. It’s called shrinkflation.

For years, companies have been shrinking the amount of food in their products while keeping prices the same or even increasing them. In what should be a criminal offense, Häagan-Dazs shrank their tubs of ice cream by two ounces in 2009. In 2016, Toblerone tried shrinking their chocolate bars by putting comically large gaps between each peak of chocolate. The change was too visually obvious, so they reversed course after a massive internet backlash — but when the changes are subtler, it’s harder for people to notice. In 2014, Frito-Lay shrank their Sun Chips bag from ten ounces to only seven. Do you think the price decreased by 30 percent as well? Of course not! Consumers were stuck paying more for less.

Peanut butter and jelly sandwiches are a classic American food, and possibly one of our only defensible cultural innovations, but nowadays you can’t find a single peanut butter or jelly jar in the supermarket that doesn’t have a little dimple on the bottom. The purpose of that dimple is to sneakily shrink the content inside the containers. Observant shoppers have reported finding similar dimples on everything from tubs of hummus to shakers of parmesan cheese. Check your pantry right now. You’ll find dimples everywhere except on your face, because you won’t be smiling.