Nestlé's iconic Yorkie chocolate bars have undergone a significant physical transformation, becoming their slimmest iteration to date in what has been described as a controversial rebrand. The width of the bar has been reduced from 3 centimetres last year to just 2.8 centimetres, marking the narrowest version ever produced.
Dimensions and Historical Context
While the bar has slimmed down, it has simultaneously increased slightly in length, now measuring 11.6 centimetres compared to its previous size. The weight remains consistent at over 45 grams. This change represents a dramatic shift from the bar's historical heft; back in 2002, a Yorkie bar weighed a substantial 70 grams, highlighting a long-term trend of reduction.
Consumer Backlash and 'Woke' Accusations
The redesign has ignited a fierce reaction from loyal consumers, with many expressing disappointment and frustration. One vocal fan criticised the new dimensions, stating, "A huge part of the appeal was its size, but this version is not much bigger than a single Twix. It's clearly had a woke rebrand to separate it from its male-dominated past."
Another consumer connected the change to contemporary health trends, remarking, "This new bar is tailored for the Ozempic age." Sentiments of nostalgia and loss were common, with one person recalling, "I remember choking on a piece as a kid. Now it fits in my hand," while another angrily declared, "Yorkie was a man's bar, this is miniature rip off."
A fourth critic summarised the perceived decline, fuming, "We've gone from truckers to a petite bite no different to a regular snack. It's more of a health bar right now. Nestlé is shooting itself in the foot."
Nestlé's Response and the Wider Shrinkflation Debate
In response to the growing reports and public discussion, Nestlé issued a formal statement. A company spokesperson addressed the alterations, noting, "It's quite common for chocolate bars to change shape slightly."
This controversy emerges against a broader national backdrop of concern over 'shrinkflation' – the practice of reducing product sizes while maintaining or increasing prices. The Liberal Democrats have proposed legislative amendments to tackle this issue head-on.
Political Proposals to Combat Shrinkflation
The proposed amendment to the Product Regulation and Metrology Bill would legally require large supermarkets to transparently inform customers when the quantity of a pre-packaged product has decreased, effectively raising the price per unit. Under these proposals, details of any such changes would need to be displayed alongside the affected product for a minimum period of 60 days.
Liberal Democrat trade spokesman Clive Jones emphasised the urgency of the matter, stating, "The scourge of shrinkflation needs to be exposed. Shoppers have been hammered during a cost-of-living crisis all while massive companies and big supermarket chains are forcing them to pay more for less to protect their bottom lines. They need to be called out on it and for shoppers to know when they are at risk of being ripped off."
Jones further urged government action, adding, "The Government should accept this Liberal Democrat amendment so that we can help protect shoppers and their already stretched household budgets from another round of shrinkflation." This political push highlights how the Yorkie rebrand intersects with wider economic and consumer protection debates in the UK.
