Johannesburg TikToker Calls Out Shrinkflation: 'Where’s the Cheese?'

In a humorous yet frustrating TikTok video, a Johannesburg man has sparked a conversation about shrinkflation after he purchased a premade lasagna for R90, only to find it barely had any cheese. Joburg TikToker @brendenr22 shared his grievances on November 15, 2025, asking the crucial question: where's the cheese?

He opened his kitchen diatribe by showcasing the dismal state of the lasagna, declaring:

“Enough is enough - It's time we start asking questions South Africa🫥💸”

The TikToker proceeded to unpackage the lasagna, exclaiming:

“What is this?”

As he pointed out the paltry amount of cheese, he joked that grocery stores should consider selling cheese separately with their meals due to the shocking quality. Deflated by the product's comparative lack of ingredients, he noted he could literally count the strands of cheese.

Calling out the store’s inconsistent quality control, he lamented:

“Where's the cheddar cheese? Where is the cheddar cheese?”

He remarked on the overwhelming presence of bechamel and pasta compared to the scarce beef bolognese and cheese, expressing his frustration over what he sees as a troubling trend in product quality.

Winding up his rant, he urged viewers to take a screenshot of the lasagna and count its cheese strands to submit as evidence to the quality control department.

As his video gained traction, it resonated with many South Africans who echoed similar frustrations regarding shrinkflation in grocery stores.

Public Outcry on Social Media

Social media users swiftly chimed in with their own experiences. @Jo Barnard quipped:

“Buy at Checkers like the rest of us, can cook a whole meal for R90 😅”

Others joined the conversation with their grievances, including complaints about rising prices and diminishing product sizes, as captured in their comments:

“A lot of goods at Woolies have shrunk due to 'shrinkflation' …” - @Cee_Dee_

Another user remarked on rising delivery fees, expressing their disbelief:

“And what happened to Woolies' dash delivery fees? from R35 to R45😒 It's ridiculous.”

This TikTok rant not only spotlighted a single complaint but also highlighted a pervasive issue many consumers are currently facing in South Africa. It’s a reminder that in the age of rising prices and shrinking products, customers are more vigilant and vocal than ever about the quality of what they’re buying.