The company says it’s having to slash the size of its products because if it didn’t, prices would have to rise. A 140g bar of Dairy Milk, which costs 99p, will now be reduced to 120g and have two less squares. Kraft Foods says other products are affected as well.
In a statement, Kraft said: “We have taken this decision because of a number of economic factors including ingredient costs. By reducing the size of our 140g bar to 120g we have been able to hold the bar at this price although we believe our confectionery still represents a very affordable treat.”
The commodity price of cocoa, which is used to make chocolate, leapt to a six-month high last week amid rumours of an export ban by the Ivory Coast, one of the world’s major producers.
Other shrinking chocolates
Toblerone has removed one triangle from its iconic products to ensure that discount store Poundland can continue to sell them for £1 a time.
Malteser packs costing £1.48p have already dropped from 140g to 120g – a loss of around nine sweets from about 60.
Nestlé recently shrank its famous Yorkie bar from 68g to 64.5g but added 3p to the price.
Other chocolates that have ‘shrunk’ include 49p Mars and Snickers bars. Both have dropped from 62.5g to 58g in the past two years.
Consumers’ trust?
Consumer Focus says cutting product sizes can damage consumers’ trust in the brands they love.
A spokesman for the watchdog Consumer Focus said: “Shrinking the size but not price of products could damage consumers’ trust in the brands they love.
“People don’t want to think they have been short-changed, especially in the economic climate.
“Consumers understand that manufacturing and VAT costs go up, but companies need to be up-front and honest with their customers if costs increase.”
Source: Daily Mail/The Sun/BBC
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