Chocolate fans across the UK are outraged after discovering that Cadbury’s had shrunk one of their favourite multi-packs.
Despite dropping one whole bar from the pack, Cadbury’s has chosen not to slash the price for shoppers.
Chocolate twirls are one of the country’s favourite sweet treats and normally come in four-packs of 34g.
However, shoppers were horrified to find out that the multi-pack had been reduced to three bars weighing 43g.
Despite the drop in size, the product is being sold for the same price.
Fans have hit out against the change with one branding the cuts as “outrageous”.
KulSingh22 said: “They have reduced Twirl multipack sizes from 4x2bars to 3×2 bars but still charging the same. Not sure about other lines.
“Prices skyrocket from £1.10 to £1.75 now this, frankly outrageous.”
Another particularly enraged shopper accused Cadbury’s decision to shrink some of their bars as “taking the p*ss”.
Gavlam98 said: “I think @CadburyUK are staring to take the p*ss, the size of their multipack chocolate bars have become ridiculous.
“Constantly cutting fown on size whilst prices rising.
“It’s hardly worth buying anymore.”
When brands reduce the amount of product that they sell but keep prices the same, it is called shrinkflation.
Often, shrinkflation is a response to rising production costs and allows the manufacturer to pass costs onto consumers.
A representative from Cadbury’s owner Mondelēz International said: “Due to manufacturing constraints that cannot be easily resolved, we’ve made the decision to move from packs containing four smaller twin-finger Cadbury Twirl bars to packs containing three full-sized twin-finger Cadbury Twirl bars.
“Whilst we appreciate that there is a slight reduction in the overall weight of our Cadbury Twirl multipacks, this move enables us to retain the twin finger proposition within our multipacks offer, which is a defining and much-loved feature of the Cadbury Twirl brand for our consumers.
“We remain committed to providing choice to consumers, and continue to offer a variety of different pack sizes within our Cadbury multipack range.”
The representative confirmed that there are no plans to shrink their Wispa, Flake and Dairy Milk chocolates.
Fans have already criticized the brand for engaging in skimpflation tactics.
This involves swapping more expensive ingredients for cheaper ones, without changing the price for shoppers.
What is Skimpflation?
This is where the recipe for a food or drink item is changed to try and reduce production costs.
Despite the lowered production costs, shoppers still pay the same amount of money that they did before.
But shoppers still pay the same, or more.
It means shoppers won’t pay more when costs increase for the company making the item – but they will get less product.
Smaller products are easier for customers to digest compared to increasing prices, making it a popular option for manufacturers as it’s less noticeable.
Another tactic for businesses is “shrinkflation”.
This is where they reduce the size of their products, while keeping the buying cost level.
That means shoppers are buying less of the product for the same amount of money.
