Twix Fans are in uproar after discovering the much-loved chocolate bars have shrunk, sparking outrage over 'shrinkflation'.
A dissatisfied chocolate lover got to work Reddit'sr/britishproblems forum to vent their frustration this week: “I just had a Twix for the first time in years, each finger is literally half the size and thinner than before. Why do we put up with getting ripped off so easily .”
This follows Mars' announcement in 2022 that it would reduce the size of Twix bars in multipacks from 23 grams to 20 grams – a reduction of approximately 15%.
A Mars spokesperson said at the time that the company had been “absorbing the rising costs of raw materials and operations for some time.” They continued: “The increasing pressure we face means more needs to be done,” stressing that the decision was not taken lightly.
“Shrinkflation” describes the process where products become smaller but remain the same price.
The Reddit The revelation has sparked a debate among users about consumer complacency. Some called for something similar to French regulations requiring companies to advertise any reductions in product size.
However, some users joked about the impracticality of protesting the changes, with one joking that they don't have time “to stand outside chocolate factories with a sign saying I want more fingers”.
But other users have suggested ways to work around the changes. One customer stated Reddit: “I won't tolerate it. I'll buy two so I can have the same amount as before.”
Another dissatisfied consumer has decided to vote with his wallet. They said: “I simply don't buy high street brand names for confectionery and snacks anymore, Lidl and Aldi get pretty much all my business now. I just can't justify the prices and reduced quality/sizes. Only time I buy it when I come across items with great deals.”
Meanwhile, some feel defeated by the upward trend cost of living implications. One person complained, “Because what are we going to do? Buy old Twix instead? Oh no, wait, they don't exist anymore and I can't make mine.”
Mars has been contacted for comment.