They also print the weight and number of pieces on the package, which they had to update. Since the packaging is otherwise identical, shoppers will buy it without reading the weight of number of pieces because it looks exactly like the old package.

Obviously, No Frills wanted to keep the price at $10, so they reduced the amount of fish in the package. That’s shrinkflation. If the goal were to keep customers informed of the change, they would have made more noticeable change to the package.