ATLANTA -- Prices are going up at the supermarket, but shrinking packages mean consumers are paying more for less.

Edy's ice cream old size was one and 3/4 quarts; the new, smaller size is one and-a-half quarts.

Same with Breyers; they reduced the size of their cartoons, but kept the price the same.

That means there's a hidden price hike of 14 percent.

It's not just ice cream.

WSB-TV Channel 2 consumer advisor Clark Howard reports hidden price hikes are everywhere.

"Twelve percent on coffee, 15 percent on bleach, 25 percent on cookies," said Stephanie Nelson of thecouponmom.com.

Maxwell House reduced the contents of its new French roast flavor by one and-a-half ounces from the original flavor, but kept the same price.

A package of strawberry Newtons looks bigger than plain old fig Newtons, but in fact there are fewer cookies inside the new flavor, resulting in a 25 percent hidden price increase.

"When I see a new flavor, I'm going to be skeptical. I'm going to quickly look at the ounces and see how that compares to the previous flavor," said Nelson.

Regular Downy dryer sheets have 120 sheets, but the new cashmere scent has only 105 sheets.

"I smell a price increase of 13 percent," said Howard.

Clorox bleach is still a gallon, but buy Clorox Plus and you'll get less bleach for the same amount of money.

"The new one was Clorox Plus, but its was a smaller size," said a surprised Nelson. "It should be Clorox Minus, right?"

Clark advises "one of your easiest tip-offs is if something says 'new and improved,' but sometimes it's just the new is smaller than the old."

Publix Cocoa Crunchies shrank from 13 and 3/4 ounces to 11.8 ounces; that's two fewer servings in a box.

Publix said it's just following the national brands.

Tostitos Queso Dip shrunk from 15 and-a-quarter ounces to 15 ounces, and the smaller package also cost more. Frito lay said it shrunk the package because of production and distribution costs.

"I don't think they have to let us know," said shopper Chris Marston. "I don't think they have to tell us, but if you're a savvy shopper, you'll notice these type of things."

Nelson said being savvy can help you avoid the hidden price hikes.

"It's not across all brands," she said. "I noticed when I saw some price increases that the comparable competitors weren't doing smaller packages so you might change your brand loyalty."

Clark advises shoppers to take a calculator with them to the store and use it to figure out if you're paying more, but getting less.