Confectionery giants Cadbury and Mars are facing backlash from consumers who’ve noticed a significant shrinkage in chocolate products – while prices remain unchanged. This phenomenon of ‘shrinkification’ has hit ‘grab bags’, a go-to for those craving something sweet.
Both brands have reduced their bag contents by nearly 11%, likely as a measure to combat rising inflation costs. Nevertheless, the price tags haven’t budged, meaning customers are getting less for their money.
When smaller pouches were unveiled in one Tesco store, labelled “new”, the previously larger versions suddenly became unavailable online. Take the case of Galaxy Minstrels More to Share bags, which have slimmed down from 217g to 195g, that’s more than a 10% cut, while keeping its £2.75 price intact.
Consumers are handing out an additional 10p per 100g for these cherished treats. It doesn’t stop there; Cadbury’s Oreo Bites, Bitsa Wispa, and Crunchie Rocks have all lost 9% of their content per package. The cuts extend to Mars Peanut M&M’s, downsized from 125g to 112g, and Maltesers, now at 93g down from 102g.
Shrinkflation has become a major concern for consumers across the globe, effectively acting as stealth inflation, with shoppers finding themselves spending more cash. It’s a clever tactic employed by numerous firms to either increase their margins or to deal with surging production costs.
As a result, customers are turning away from purchasing their once-loved confectionery items. One disgruntled shopper, Alice, expressed her frustration to The Sun: “It’s absolutely ridiculous; even the small pleasures are being quietly made more expensive.”
She added, “It’s so sad, these packs are specifically designed to be shared between groups of people. We used to be able to grab a sweet treat without a second glance, but now we have to double-check that we’re getting value for our money.”
The issue has prompted others to voice their discontent on social media regarding the products they pick up from supermarket shelves. A customer who bought a packet of mini eggs vented on X: “@CadburyUK Look at the state of these mini eggs, all cracked and broken. Not content with reducing packet size and charging more, we now have damaged goods too.”
Another user responded to Cadbury’s post about their Caramilk bar, saying: “You started shrinkflation over 10 years ago and have not stopped, soon we will be buying empty wrappers with a chocolate smell.”
In response to these claims, a Mars Wrigley UK spokesperson assured The Sun: “At Mars Wrigley, our focus is always on offering great-tasting, high-quality chocolate at the best possible value.
“We have been actively looking at ways to absorb the rising costs of raw materials and operations, but unfortunately, the growing pressures mean that more needs to be done.
“Reducing the size of some of our products whilst raising prices is not a decision we have taken lightly, but it is necessary for shoppers to still be able to enjoy their favourite treats without compromising on quality or taste.”
The UK’s trade relationships have changed since leaving the EU, resulting in further checks, forms, and steps required to transport goods across the border. This could be a big reason contributing towards the barriers businesses are now facing. An LSE study found in 2021 alone, Brexit increased food prices by around six per cent overall.
Since then, it seems supermarket prices continue to rise and rise. A spokesperson from Mondelēz International, home to Cadbury’s, shared: “We understand the economic pressures that consumers continue to face, and any changes to our product sizes is a last resort for our business.
“However, as a food producer, we are continuing to experience significantly higher input costs across our supply chain, with ingredients such as cocoa and dairy, which are widely used in our products, costing far more than they have done previously.”
The company stated: “Meanwhile, other costs like energy and transport also remain high. This means that our products continue to be much more expensive to make, and while we have absorbed these costs where possible, we still face considerable challenges.
“As a result of this difficult environment, we have had to make the decision to slightly reduce the weight of some products so that we can continue to provide consumers with the brands they love, without compromising on the great taste and quality they expect.”