Cadbury has reduced the size of its Mini Eggs bags from 80g to 74g, while keeping the price roughly the same at around £2. This move, known as shrinkflation, has sparked complaints from shoppers who say the company is 'taking the mick'.
Prices vary by retailer: £2.36 on the Cadbury website, £2 at Morrisons, and £1.74 at Asda. One customer posted on X: '@CadburyUK are taking the mick now!!! Was 80g last year!!!'
Mondelez International, Cadbury's owner, attributed the reduction to higher production costs. A spokesperson said: 'We are continuing to experience significantly higher input costs across our supply chain, with ingredients such as cocoa and dairy costing far more than they have done previously. Other costs like energy and transport also remain high.'
The company stated it had absorbed costs where possible but faced considerable challenges, leading to the decision to slightly reduce the weight to keep the product competitive without compromising taste and quality.
This follows a trend of shrinkflation in confectionery, including Quality Street reducing from 600g to 550g this Christmas. Food policy expert Gavin Wren noted that Quality Street weighed 1.5kg in 2005, questioning how far the trend will go.
