Cadbury has come under fire this week as the chocolate company has been accused of ‘shrinkflation’ with the introduction of a new, smaller Cherry Ripe. Shrinkflation, also known as package downsizing or weight-out, is the process in which a company reduces the size and weight of an item, while charging the same amount for the end product.

In the face of online backlash, Cadbury said that the Cherry Ripes have shrunk in size to comply with health recommendations, which is a bit of a hard pill to swallow from a confection company.

The new 44 gram bars are eight grams lighter than the current version at 52 grams. And while it’s not a monumental difference, customers are miffed that the price of the bars will remain the same, around $2.50 in major retailers.

The health guidelines outlined in the Australian Government’s Healthy Food Partnership calls on food manufacturers to voluntarily reduce product sizes in a bid to encourage shoppers to make healthier choices and manage their portions.

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The partnership is a win-win for the chocolate company, who will both save on production costs as well as stay ahead of the curve as the snack industry continues to come under scrutiny.

Some retailers, as pointed out on a Reddit thread, are marking the 52 gram bars for clearance, changing from $2.50 down to $2.00. One commenter said of the sale prices, “So I guess the new smaller bars will take the 52s spot and price once they are cleared out?”

It’s not likely that shoppers will see a shrinkage in the cost of the new smaller bars, as Australians continue to combat every day costs of living so make sure you save your pocket money if you want to splash out on a little treat.

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