Cadbury’s Dairy Milk bars will shrink in the New Year – but keep its £1 price tag.
From February, the Birmingham chocolate maker’s 140g bar will be reduced by 20g, but its price will remain unchanged, it has been revealed.
The shrinking bar move comes just weeks after Cadbury introduced a string of price rises for its most popular range of products in the wake of the controversial £11.7 billion takeover by Kraft.
In October the chocolate giant increased recommended retail prices by up to seven per cent on some of its best-selling lines.
Cadbury spokesman Tony Bilsborough said: “Because of rising costs, including the price of many commodities, we have had to raise the price of bars or, in this instance, reduce in size to maintain cost.
“It is only one product size that is going to be reduced from 140g to 120g. There are a wide range of bars, everything from small units which go in Roses up to 1kg Father’s Day bars. There are all sorts of shapes and sizes.”
Mr Bilsborough said the most popular Dairy Milk product was the standard bar, weighing 49g.
He said of the price rises: “These are recommended price rises for retailers. It is up to the retailers if they pass them on to consumers.”
The most recent 3p price increase for standard Dairy Milk saw the price of the bar rise by 30 per cent over the last three years. Other bars which have seen price rises include Crunchie, Twirl, Picnic, Wispa and Double Decker.
A report in the Grocer magazine said the “shrinking bar” syndrome was not confined to Cadbury. Boxes of Maltesers, made by Mars, shrank from 140g to 120g last year and Swiss firm Nestle reduced its Yorkie and Aero bars while also increasing their price.
The Grocer also said Nestle had increased the price of its Kit Kat and Kit Kat Chunky bars twice in a year.
* In September European Union rules forced Cadbury’s to remove their “glass and a half” description from the back of Dairy Milk wrappers. Each bar of Dairy Milk now carries the words: “The equivalent of 426 ml of fresh liquid milk in every 227g of milk chocolate.”