Cadbury fans have been left fuming after noticing the size of a Dairy Milk bar has shrunk significantly.
The classic chocolate bar has been reduced from 200g to 180g, but will still set you back two quid. US parent company Mondelez, which acquired Cadbury in 2010, has said that rising inflation is to blame.
Steve Dresser, boss of consulting company Grocery Insight, tweeted a picture of the disappointing treats alongside the caption: "Good old Mondelez never let us down with shrinkflation."
And he's not the only frustrated Cadbury fan, as one customer wrote: "Legit not shocked anymore."
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In 2012, a 49g bar went to 45g but the price remained 59p, while a year earlier the 140g was reduced to 120g.
In 2020, Mondelez shrank four other bars sold in multipacks.
However, this is said to be the first Dairy Milk reduction in a decade.
A Mondelez spokesman told LADbible: "We're facing the same challenges that so many other food companies have already reported when it comes to significantly increased production costs - whether it's ingredients, energy or packaging - and rising inflation. This means that our products are much more expensive to make.
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"We understand that consumers are faced with rising costs too, which is why we look to absorb costs wherever we can, but, in this difficult environment, we've had to make the decision to slightly reduce the weight of our medium Cadbury Dairy Milk bars for the first time since 2012, so that we can keep them competitive and ensure the great taste and quality our fans enjoy."
Earlier this month, it was revealed that a student accidentally ate a special edition Crème Egg which could have been worth £10,000.
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He told LADbible: "As it was my first ever Creme Egg, I had no idea what the colour of the egg was supposed to be."
It was only after spotting an advert for the competition on Instagram that the realisation of what he'd done kicked in.
He explained: "The first thing I did was to confirm my horror with my girlfriend, who was with me at the time I ate the egg.
"Once it was confirmed, it instantly occurred to me that my potential loss amounted to more than half my university tuition."
Featured Image Credit: Instagram/@cadburyuk/AlamyTopics: UK News, News, Food And Drink
