UK shoppers slam 'shrinkflation' as popular chocolate bars reduce further in size

Many of the UK's most popular chocolate bars have reduced in size yet again, prompting angry shoppers to slam the 'shrinkflation' technique adopted by the leading brands. The term refers to a product decreasing in size or quantity, only for the price to remain the same.

As such, companies use the method to subtly get more money from the consumer - often without them realising. Recent cases have been highlighted on TikTok by user, Cost of Living Crisis Tips, who pointed out several changes to Cadbury products on supermarket shelves. They elaborated on the new prices in a video, which have affected multipacks and Share Bags of some of the nation's favourite treats.

"Chocolate is shrinking again - this time it's CurlyWurly," they began in the clip. The TikTok user claimed multipacks now contain four bars instead of five - with the £1.40 price tag being maintained.

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Next, they revealed that Fudge multipacks are making the same move - proving their point by showcasing the packets of four already lined up on the shelves behind the packets of five, ready to be sold.

"You can see it with your own eyes," they said. "Here at Morrisons the four-packs are ready to go out, so if you like your Fudge, and you see a five-pack, then get them because you're not going to be able to get them soon."

Continuing in the same vein, Cost of Living Crisis Tips shared that Freddo multipackets have suffered the exact same fate, yet their price has gone up a "bl***y lot".

As for Dairy Milk Little Bars, they claimed they have reduced from six in a pack to four. "They're thin enough as it is," they slammed.

"It's the same with Twirls," Cost of Living Crisis Tips continued. "You used to get four Twirls in a multipack - now you get three. They think we won't notice like we're daft or something. But it's just an insult to our intelligence."

Moving on Cadbury's Share Bags, the TikTok user added that Crunchie Rocks treats have fallen from 110g bags to 100g - again with the price remaining the same.

They closed by noting Bitsa Wispa and Twirl Bites bags, which have undergone an identical change. "Shrinkflation is out of control!" they declared.

Writing in response, one TikTok user slammed: "I was debating between a pack of Twirls and Double Deckers yesterday and walked away with neither cos they’re almost half the size."

A second person fumed: "They can only do this so many times, eventually they'll have to get rid of multi packs altogether! It's getting out of control. Iv been boycotting."

A third added: "It's so bad now, the quality has gone down, the quantity has gone down but the the price has gone up."

Whilst a fourth quipped: "If this shrinkflation carries on at the rate it is, I really do wonder what we will actually be paying for in a couple of years time, a packet of chocolate dust?"

Cadbury's parent company, Mondelez International has been invited to comment.