Cadbury to cut multi-pack bar sizes but maintain list price in ''shrinkflation'' row
The company is accused of shrinkflation as it announces plans to control portion sizes in chocolate bar multi-packs.
Friday 17 July 2020


The owner of Cadbury has announced plans to cut the sizes of products in its chocolate bar multi-packs - but not reflect the downsizing in its prices.


But the company told Sky News it was up to individual retailers how they charged customers as it had no plans to reduce its own list prices.


It said the shift was part of anti-obesity efforts to ensure "portion control".


The company also confirmed bars and other products sold individually would not be affected to maintain choice.


The move builds on earlier recipe shifts and a previous announcement that biscuits and other chocolate products typically bought for children would come in at under 100 calories each by the end of this year.


Louise Stigant, UK Managing Director at Mondelez International, said there was a "strong sense of duty" to protect the Cadbury brand.


"That is why we have been focusing on the areas we know will make the greatest impact and have been backed up by consumer research and nutritional science."


Adam French, the consumer rights expert at Which?, said: "It''s good that Cadbury is being upfront about this change and laudable that Mondelez wants to help to tackle the obesity crisis - but some customers will rightly wonder why the prices of these products aren''t coming down along with the size.


"In recent years, we''ve repeatedly seen this trend of popular products shrinking while the prices stay the same, and it is understandable that households, many of them facing a squeeze on their finances, feel frustrated by it."