Cara for, a European grocery chain, removed certain Pepsi co products from their shelves in multiple countries due to unacceptable price increases. This decision came after Pepsi raised prices for seven consecutive quarters and reported a 2.5% drop in sales but a 14% increase in profits in 2023. Pepsi claimed that it was their decision not to supply Cara for locations citing failed negotiations. Although Cara for has targeted only Pepsi co products currently, they previously ran a 'shrinkflation' campaign to alert customers about products like Lipton and Isti, both Pepsi co brands, where the volume decreased while prices remained the same. This move was to address concerns of deception towards customers due to unacknowledged product changes. This stance highlights Europe's pushback against misleading product pricing, a concern also faced in the United States, where major grocery chains have not taken similar actions against Pepsi co products.