Supermarket shoppers have expressed their dissatisfaction after noticing a significant change to a beloved Christmas favourite. Many customers have described the alteration as a “disappointment”. The commotion began when Jacqui shared a photo on the Extreme Couponing and Bargains UK Facebook group from her local Tesco store. In an attempt to assist fellow bargain hunters, she highlighted a promotional exhibit of festive chocolate assortments. Brands like Celebrations, Heroes, Quality Street, and Roses were on display, each filled with the miniature chocolates we all enjoy during December. These were discounted from the usual £6 to a more reasonable £3.95 for Clubcard holders. However, consumers quickly noticed a noticeable disparity in the products. This is not a recent development, as people have voiced the same complaint annually, as reported by the Mirror.
While some customers were appreciative, tagging relatives and friends to take advantage of the offer in anticipation of the holiday season, many voiced their disappointment that the tubs had been downsized. One individual lamented, “It used to be a celebration buying them but the size is much smaller now. A disappointment!” Another remarked, “Wow look how small they are! Better off buying multi packs of chocolates and making your own chocolate hamper instead!” Expressing frustration, another shopper wrote, “This has me raging. How dare they take chocolate away from us – at Christmas!” Another disgruntled customer stated, “The Celebrations tin looks like frisbees, ridiculous sizes nowadays! Shrink the size and increase the price! I’m an 80s baby and remember the large glass Rose’s Bottles and big metal Quality Street tins. They put these to shame!”
Experts from the University of Birmingham chimed in on why this trend, known as ‘shrinkflation’, is becoming more prevalent with our favourite chocolate selections. A university spokesperson noted, “Once again, shrinkflation strikes and this time it is our chocolates in its sights. This year some tubs are reported to be reduced from 600g to 550g. Shrinkflation is when we see pack sizes getting smaller but prices remain the same or even increase.” The Mirror previously investigated this ‘shrinkflation’ and uncovered the actual reduction in the sizes of Quality Street, Celebrations, and Roses over the years, and the impact on the overall chocolate quantity.
The downsizing was apparent as early as July, as reported by The Grocer, with the revelation that the packaging would be reduced by 50g, equivalent to five fewer sweets. In response to inquiries from The Grocer, a Mars Wrigley representative disclosed that the company had been “actively trying to find ways to absorb the rising costs of raw materials and operations.” They added, “Reducing the size of our products is not a decision we have taken lightly but it is necessary for shoppers to still be able to enjoy their favourite Celebrations treats without compromising on quality or taste.” In addition to reducing the number of sweets, Mars Wrigley also downsized the tub itself “to reduce the plastic used in the packaging by 17%”, as confirmed by the spokeswoman.