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The Shrinking Cadbury Bar


Posted At: 10 February 2011 12:53 PM
Related Categories: General, Retailers, Social Commentary


The famous Dairy Milk bar has been reduced in size by 20g allegedly for “economic reasons".

Cadbury has said that it had to reduce the size of the bar in order to avoid price increases.

The resulting downsizing means that a previously 140g bar of Dairy Milk (RRP 99p) is reduced to 120g with two squares also being removed.

Reasons for reducing bar sizes include:

·         The price of cocoa is on the rise

·         Healthy eating concerns promoting smaller portions

Cadbury also defended its decision by suggesting the new, thinner bar would “enhance the eating experience”.

However there are brand risks that could result from the decision, especially if the changes are not completely transparent.

Consumers are increasingly savvy thanks to social media sites where thoughts and opinions can be broadcast in an instant, and often directly onto a brand’s public profile page.

 One of our more seasoned team members remembers a hullabaloo when a similar thing happened to the Crème Egg.  Ever decreasing chocolate bars do not, however, result in no chocolate bars; they result in a new product – witness the Walkers “Grab Bag” of crisps and the snickers “Duo”.  More content, heftier price and the resultant health concerns So reducing the size of a chocolate bar might seem a quick fix with justified reasons of overhead costs increasing etc… but the consumer perception can be very different resulting in severe repercussions for the brand.

Other Shrinking Products include:

·         GU's 'Cheeky Pots' of chocolate desserts are now 45g, compared with a previous weight of 50g. The retail price has not changed

·         Haribo’s Liquorice Favourites have gone from 175g to 160g.

·         Pots of Muller Rice used to be 200g but now are only 190g

·         Malteser bags now have fewer chocolates in them with the price also staying the same.

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The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of SnapShop or Pragma in any way.


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