The chocolate maker has reduced its Freddo multipacks by 20%, but the price of it has remained the same in some major supermarkets
Cadbury has reduced the size of one of its beloved chocolate products while the price has remained the same in a blow to shoppers.
The chocolate maker has reduced its Freddo multipacks by 20%, but the price of it has remained the same in some major supermarkets. According to a report from the Grocer Magazine, the former Freddo 5x18g and Freddo Caramel 5×19.5g multipacks both had a pre-promotional price of £1.40 at Tesco.
However, they have since been replaced by 4x18g and Freddo Caramel 4×19.5g multipacks – both still priced at £1.40.
This was also seen at Morrisons, which has sold both the five-pack and four-pack varieties for £1.40. The Grocer found that Sainsbury’s also sold the original multipacks of five and the new four packs – both priced at £1.40.
A spokesman for Cadbury owner Mondelez confirmed the manufacturer had reduced the weight of its Freddo multipacks, due to “significantly higher input costs” for ingredients such as cocoa and dairy. They added: “Meanwhile, other costs like energy and transport, also remain high.
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“This means that our products continue to be much more expensive to make and while we have absorbed these costs where possible, we still face considerable challenges.
“As a result of this difficult environment, we have had to make the decision to slightly reduce the weight of our Cadbury Dairy Milk Freddo multipacks so that we can continue to provide consumers with the brands they love, without compromising on the great taste and quality they expect.”
Shrinkflation happens when consumer products get smaller in weight, size or quantity while their prices stay the same or even increase. While skimpflation is when a product swaps out ingredients for cheaper alternatives, again without changing the price.
The strategy is used to boost or maintain profit margins and is mainly utilised by companies in the food and drink industry.
Shrinkflation can seem sneaky as some users pointed out in this Lidl case, but is not illegal as producers will still continue to indicate the weight, volume or quantity on their packaging.
It became a common practice among retailers in 2022 amid record-high inflation and supply chain issues. An investigation by the consumer group Which? in 2024 found that a large number of companies had implemented the practice. These included supermarket chains such as Tesco and Morrisons and major brands such as Listerine, Lurpak, McVitie’s, Yeo Valley, and Coffee Mate.
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