Devotees of a well-known chocolate brand have voiced their frustration and disappointment following a significant new price increase that has seen bars reach the £4 mark in major UK supermarkets.
Shoppers React to Steep Supermarket Pricing
Tony's Chocolonely, celebrated for its ethical stance and flavours like Milk Chocolate Caramel Sea Salt, now commands a price of £4 for a 180g bar in Tesco stores. Other leading retailers, including Asda, are selling the product for nearly the same amount, with tags around £3.98. This positions Tony's as one of the most expensive chocolate options available, notably pricier than comparable bars such as Cadbury Dairy Milk, which retails at approximately £2.75 for 180g, or Galaxy bars typically priced at £3 for the same size.
Underlying Causes for the Price Surge
The chocolate manufacturer has attributed these increases to a combination of challenging economic factors. According to recent reports, issues include sharply rising cocoa prices, increased tariffs, significant currency fluctuations, and the impact of two product recalls over the past period. These elements have collectively driven up costs, contributing to a price hike of more than 30 per cent across the last eighteen months, as detailed in the company's annual financial results.
Customer Backlash on Social Media and Reviews
Angry consumers have taken to online platforms to express their discontent. One Tesco customer noted in a review on the supermarket's website last August that the price had jumped by 50p overnight, stating firmly, "I won’t buy it now." On Reddit, another fan lamented, "Just wish it wasn’t so expensive. But I’m willing to pay the price for (supposedly) how humane they are." Further criticism emerged, with one individual comparing the taste unfavourably to advent calendar chocolate, typing, "£4 for a bar of chocolate that tasted like advent calendar chocolate last time I had it."
Sales Performance Defies Higher Prices
Despite the customer complaints and notable price increases, Tony's Chocolonely has reported robust financial performance. In an announcement made yesterday, the company revealed that revenues reached £207 million for the year ending September, marking a substantial increase of one-fifth compared to the previous year. Moreover, sales volume has grown by four per cent year on year, indicating that demand for the chocolate bars remains strong even at elevated price points.
This situation highlights a growing tension between consumer expectations for affordable treats and the economic realities facing food producers, particularly in the confectionery sector where ingredient costs can fluctuate dramatically.
