As we get older many of our favorite snacks and chocolates seem to quietly shrink in size, but there is nothing quiet about Toblerone’s design change as chocolate fans take their ire to social media.

Makers of the renowned stocking-filler chocolate attempted to stymie fans by giving the chocolate a 10 per cent cut, while keeping the box the same length. This significantly altered the famous design.

Consumers were shocked by the new look, which no longer resembled the mountainous peaks of the Swiss Alps, but was now more like the hills and dales of the English countryside, according to one disgruntled fan on Facebook.

There is speculation that the cuts have been made due to the drop in the pound since the Brexit vote, but the manufacturers have denied this is the case. Mondelez International explained that with rising costs of ingredients it was “necessary” to make the cuts.

The handbag-sized 100g bar has scraped through unchanged, however the 170g bar has been hacked to 150 grams while remaining the same price. Likewise, the bumper 400g bar has been cut to 360g.

Mondelez attempted to allay fears that it would be worldwide, saying it was only in Britain, however fans across the globe have jumped on the choccy-wagon to condemn the changes on social media. With an array of scathing comments and hilarious memes, nothing speaks as loudly as a disgruntled customer on Facebook.

“Why didn’t you just make it shorter? You’d have saved even more money on using less paper. Instead, you’ve got this ridiculous looking thing that would surely have Mr Toblerone rolling in his grave,” said Alistair Moore on Facebook.

Although the price remaining the same appears to be a sore point, the change in design, which created a plateau between the peaks, has really appeared to tick off die-hard Toblerone fans.

“The logical choice would have been then, to remove a triangle or two from the bar. Surely you must be aware that a huge part of the excellent Toblerone experience is breaking off and sharing triangles of chocolate…who gets stuck with the crap flat piece?” said Leah Potter on Facebook.

One fan coined #boycotttoblerone but with Christmas just around the corner and so many teachers and grandparents to buy for, it’s likely the chocolate bar will live to fight another day.