The company said this is the first time in a decade they had shrunk Dairy Milk. In 2012, a 49g bar was reduced to 45g but the price remained 59p, while the 140g chocolate bar was reduced in size to 120g a year earlier. At the time, Mondelēz said the move had been made in order to reduce the calorie count in its products.
Mondelēz has now been accused of 'shrinkflation' - or trying to maximise its profits by offering a lower quantity (from 200g to 180g) of product for the same price.
“We’re facing the same challenges that so many other food companies have already reported when it comes to significantly increased production costs – whether it’s ingredients, energy or packaging – and rising inflation,” a Mondelēz spokesperson said.
“This means that our products are much more expensive to make. We understand that consumers are faced with rising costs too, which is why we look to absorb costs wherever we can. “
With inflation in the UK soaring to 6.2% recently, Cadbury is the latest company to shrink a product’s size while maintaining the same price in order to offset rising costs.
“But, in this difficult environment, we've had to make the decision to slightly reduce the weight of our medium Cadbury Dairy Milk bars for the first time since 2012, so that we can keep them competitive and ensure the great taste and quality our fans enjoy,” the spokesperson said.
Natalie Hitchins from consumer rights group Which? said: “Shoppers bear the brunt of the rising cost of living when companies reduce the size of popular products while keeping prices stable.
“Taken together, these practices can have a real impact at a time when many households are already facing a severe squeeze on their finances. While companies might have legitimate reasons for doing this, they must always be upfront so that customers can make informed choices.”