Chocolate bars are just the thin end of the wedge, though, and shrinkflation is happening in products right across the board.

An outstanding junior prospect, setting the world junior 100m record in 1997, he appeared close to fulfilling that potential in 2002 when he won the 100m at the European championship, but in August 2003 he failed a drug test for the designer steroid tetrahydrogestrinone (THG).

Although the Second World War marked a turning away from inorganic chemicals as pesticides into the wonder world of the carbon molecule, a few of the old materials persist.

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