Cadbury has confirmed that its Dairy Milk Buttons sharing size bag has shrunk due to rising costs.
Mondelēz, the food giant that owns the brand, has reduced the size of the 240g bag to 184.8g - a reduction of 23 percent. A spokesperson cited the "challenges" of food production costs and inflation as reasons behind the major change.
The pricing of the sharing-sized chocolates are determined by individual supermarkets. Currently, the smaller version of the Dairy Milk Buttons is being sold for £2 at Tesco, Morrisons and Asda.
It is the latest treat from Cadbury to be the victim of "shrinkflation" - a practice that allows companies to reduce the size of a product without changing its price in the face off rising production costs.
Just last month, shoppers spotted that the size of the companies Easter eggs were much smaller when compared to last year, yet were still the same price as before.
The change to sharing size bag of buttons was spotted by one disgruntled shopper who took to Twitter to tag Cadbury directly and ask: "@CadburyUK why have you drastically reduced the size of the big share bag of dairy milk buttons from 240g to 184.8g but charging the same money??"
Another said: "Cadbury has reduced the size of its Dairy Milk chocolate packages by almost 25%, while maintaining the same prices in UK supermarkets."
Cadbury has attributed the recent change on its Dairy Milk Giant Buttons as the result of increased production costs and and rising inflation rates.
A spokesperson told the Daily Record said: "We’re facing the same challenges that so many other food companies have already reported when it comes to significantly increased production costs – whether it’s ingredients or energy – and rising inflation. This means that our products are much more expensive to make.
"We understand that consumers are faced with rising costs too, which is why we look to absorb costs wherever we can, but, in this difficult environment, we’ve had to make the decision to reduce the weight of our Large sharing bags to remain competitive.
"We offer consumers a range of sizes and price points to choose from. Retailers are free to set their own prices in their shops."
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