Critics who have accused retailers of deceiving consumers through a practice known as “shrinkflation” have received validation from a recent court ruling in Germany. The court found that Cadbury, the owner of a chocolate brand, had misled customers by reducing the weight of one of its chocolate bars from 100g to 90g while keeping the packaging unchanged.
The case, initiated by Hamburg’s consumer protection office, alleged that Mondelez, the US company behind Cadbury, had manipulated customers by diminishing the size of its Milka classic chocolate bar without making significant adjustments to its wrapping. Despite the new chocolate bar being one millimeter thinner, its price rose from €1.49 (£1.30) to €1.99 (£1.70) at the start of 2025.
Mondelez defended itself by claiming that it had informed German consumers about the changes through its website and social media platforms. However, the court ruled that a clear notice should have been displayed on the packaging of the Alpenmilch bar to prevent any confusion.
The company stated that it was reviewing the court’s decision, which is subject to appeal within a month. Mondelez emphasized its commitment to transparent communication with its customers who purchase and enjoy their products.
The broader implications of the ruling remain uncertain, but it comes amidst growing discontent among consumers regarding shrinkflation, where companies reduce product sizes or quantities while maintaining prices. In a recent instance involving Mars bars, the manufacturer was accused of cutting sizes significantly while retaining the same pricing structure, citing increased production costs such as the rising price of cocoa.
Observant shop owners noted that Mars Wrigley had reduced the weight of its bars from 51g to 40g while keeping prices unchanged for both retailers and wholesalers. Data from a prominent wholesaler indicated that the discontinued 51g variant yielded retailers a profit margin of 24.24%.
Mars Wrigley UK and Ireland explained that adjustments were made to bar sizes and pack formats to ensure consistent supply to retail customers. Consumer advocacy group Which? has consistently highlighted the trend of shrinkflation and scrutinized various manufacturers for such practices.
In a study released last October, Which? revealed that major brands had downsized popular products, ranging from toothpaste to heartburn medication. Shoppers shared instances of shrinkflation they had noticed in supermarkets, including examples like Aquafresh Complete Care Original Toothpaste and Gaviscon Heartburn and Indigestion Liquid, which saw reduced quantities accompanied by notable price increases at various retailers.
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