Little finger: Cadbury shrinks the size of its selection box Fudge bars by 12% ‘to tackle obesity’ (but WON’T say if the price is coming down too)
- Cadbury has shrunk the size of its selection box Fudge bars by 12 per cent
- Owner Mondelez of the organisation said bars would now be 22g instead of 25g
- Comes after Cadbury announced it would be shrink its Curly Wurly and Chomp
Cadbury has slashed the size of its selection box Fudge bars by 12 per cent in an effort to combat childhood obesity.
Mondelez, the owner of the confectionary giant, confirmed the iconic bars would now be 22g instead of 25g as it tried to introduce a 100 calorie cap to the chocolate snack.
The moves come just as year after Cadbury announced it would also be shrinking its Curly Wurly and Chomp in order to bring them in under 100 calories.
Cadbury has not confirmed if the size reductions will mean a reduction in the price too.
Mondelez, the owner of Cadbury, has shrunk the size of its selection box Fudge bars by 12 per cent
It also comes after bosses tried to drop the bars from their Christmas selection boxes.
Despite the reduced size of its Fudge bar, the Double Decker, Crunchie and Wispa bars inside the selection box are still more than 100 calories.
In July, Cadbury’s American parent company Mondelez International said multipacks accounted for the largest portion of its chocolate sales, so the reduction in bar sizes would eliminate 10 billion calories from the British market in one go, The Guardian reported.
The organisation added they would be offering greater portion control options by committing to bringing all Cadbury multipack chocolate bars under 200 calories by the end of next year.
The bars will remain the same size when sold individually.
A Cadbury spokesperson previously said: ‘The list price for these products will not be changing at this time. Retail pricing remains at the retailer’s sole discretion.’
Multipack bars are already smaller than individual ones. A Cadbury Classic Bournville Dark Chocolate bar sold in a three pack is 41g and contains 236 calories. A bar sold on its own is 45g and contains 240 calories.
Last year the confectionary giant announced it would also be shrinking its Curly Wurly and Chomp in order to bring them in under 100 calories. Pictured: Cadbury World in Bournville, Birmingham
The new shrinkflation tactic means the multipack bar will have to lose 36 calories to bring it under 200.
Mondelez’s Oreo Mini snack pack and Freddo Face Cakes will also be shrunk by the end of 2021.
Cadbury recently launched a new Dairy Milk chocolate bar variant with 30 per cent less sugar in response to concerns about rising obesity. In this case, it changed the recipe to use corn fibre to replace some of the sugar.
The company claimed that the decision to shrink the products aimed at children, rather than introduce a healthier recipe, comes from its ‘commitment to taste’.