The Birmingham-based chocolate giant Cadbury has quietly reduced the size of its popular Christmas chocolate packs, a move that has sparked criticism from consumers and watchdogs alike.
The Shrinking Chocolate Packs
Cadbury has cut the weight of its Heroes, Roses, and Twirl pouches by 10%, reducing them from 300g to 270g. Despite this significant reduction, the retail price has remained fixed at £5. This change was implemented earlier this year without any public announcement, according to a report from the Sun newspaper.
One frustrated shopper at a Sainsbury’s in South East London expressed their dismay, stating: “I don’t understand why they can’t at least be honest. It’s going to make Christmas even more unaffordable.”
Consumer Watchdog and Industry Response
The action by Cadbury, owned by parent company Mondelez, is part of a wider trend of 'shrinkflation' identified by the consumer group Which?. Reena Sewraz, Senior editor at Which?, commented on the situation, highlighting the pressure on households.
“Households are already under immense financial pressure with food bills inching up and the expense of Christmas looming on the horizon,” she said. “Shops must be upfront about prices so it’s easy to see what the best value is.”
She further urged supermarkets to ensure unit pricing is clear and consistent to help shoppers make informed decisions. A spokesman for Mondelez defended the move, describing it as a “last resort” due to the challenging economic environment.
The Bigger Picture of Shrinkflation
This incident is not isolated. Which? has found numerous recent examples of brands reducing product quantity or quality to manage their own rising costs. This practice, known as shrinkflation, effectively increases the price per unit for consumers without a visible change in the product's shelf price.
Helen Dickinson, chief executive of the British Retail Consortium (BRC), provided some context, noting that while overall shop price inflation slowed in October, food inflation remains high. She did, however, mention that easing global sugar prices had helped bring down the cost of chocolate and confectionery.
