Beneath the vibrant array of Easter egg boxes lining supermarket shelves lies a troubling truth. The UK’s leading chocolate manufacturers have discreetly reduced the size of the nation’s cherished Easter confections. Esteemed brands including Cadbury, Galaxy, Mars, Twix, KitKat, Smarties, Yorkie, Terrys, and Lindt are all implicated in this trend.
This phenomenon, known as shrinkflation, has seen product sizes diminish without a corresponding decrease in price—in some instances, prices have even escalated. Among the affected products are those labeled as ‘large’ or ‘family size,’ misleading consumers about the quantity they are purchasing.
A stark illustration of this trend is the KitKat Chunky Milk Chocolate Large Easter Egg, which previously weighed 230g and included two KitKat Chunky bars. Now, it weighs merely 190g and comes with just one bar.
While the reduction in chocolate egg sizes might be seen as beneficial for health in light of rising obesity concerns, the stealthy price increases are far less favorable for consumers’ wallets. Notably, none of the major brands have openly communicated these size reductions on their packaging. However, investigations by the Daily Mail, utilizing data from retail experts Assosia and a separate study by Which?, have exposed these covert practices.
For instance, the large Mars milk chocolate egg has decreased from 252g to 201g, a 20% reduction, yet its price remains unchanged at £3. Similarly, the Twix milk chocolate Easter egg has been reduced from 246g to 200g, and the Galaxy Minstrels Easter Egg from 234g to 192g, with both also maintaining their original price points.
The Cadbury Dairy Milk Fruit and Nut Ultimate Chocolate Egg has seen a significant reduction from 532g to 400g, with no change in its £10 price tag. Additionally, the Cadbury Mini Eggs Large Family Chocolate Bag has decreased from 296g to 270g.
Other notable reductions include Nestle’s Smarties Orange Easter Egg Large, from 226g to 188g, and the Yorkie Milk Chocolate Large Easter Egg, from 242g to 196g. The Lindt Mini Eggs Canister has been reduced from 177g to 155g, with a price increase of 25% from £4 to £5. Similarly, a Terry’s Chocolate Orange Egg plus Mini Eggs has shrunk from 230g to 200g, with the price rising by 13p to an average of £3.19.
Manufacturers attribute these changes to the soaring global prices of cocoa and other costs, including packaging, staff wages, and transportation. Research by Which? has highlighted significant price increases on Easter chocolates, with some products experiencing price hikes of over 50% compared to 2023.
Both the UK and US governments have criticized the practice of shrinkflation, with France labeling it a ‘swindle’ and some US supermarkets taking steps to inform consumers about affected products. President Joe Biden even addressed shrinkflation in his 2024 State of the Union speech.
Mondelez, the owner of Cadbury, and Mars Wrigley UK have both stated that rising input costs have forced them to reduce the size of some Easter products while raising prices, in order to maintain quality and taste without compromising their competitive edge.
As consumers navigate this Easter season, they are advised to be vigilant and compare product sizes and prices to ensure they are getting the best value for their money.