A significant victory has been achieved by critics alleging that shoppers are being deceived through a practice known as “shrinkflation.”
In a recent ruling in Germany, a court found that Cadbury, a well-known chocolate brand, had engaged in deceptive tactics by reducing the size of its Milka classic chocolate bar from 100g to 90g while maintaining the same packaging. The case, brought forth by Hamburg’s consumer protection office, accused the US company Mondelez, the owner of Cadbury, of misleading customers.
Despite the chocolate bar being only one millimetre thinner, the price was increased from €1.49 to €1.99 at the start of 2025. Mondelez argued that they had informed German consumers about the changes through their website and social media platforms. However, the court ruled that a clear notice on the packaging should have been provided to prevent any confusion.
Mondelez mentioned that they are reviewing the court’s decision, which is subject to appeal within a month. They emphasized their commitment to transparent communication with consumers.
The ruling’s broader implications remain uncertain, but it has drawn attention to the issue of shrinkflation, where companies reduce product sizes or quantities while maintaining prices. Another recent example involves Mars bars, with accusations of a nearly 25% reduction in size while keeping prices constant, citing rising production costs as the reason.
Consumer group Which? has been vocal about the trend of shrinkflation, highlighting instances where popular products have decreased in size or quantity without a corresponding reduction in price. Examples include changes in toothpaste sizes and heartburn medication prices at various supermarkets.
