Mars Bars manufacturer faces criticism for implementing ‘shrinkflation,’ reducing the size of some bars by nearly 25% while keeping prices steady. Reports from retailers indicate that starting in March, the company decreased the weight of individual chocolate bars from 51g to 40g without adjusting the prices for wholesale or recommended retail.

Evidence from a major wholesaler confirms that the discontinued 51g bar was priced at 75p, providing retailers with a 24.24% profit margin. The new 40g version continues to be priced at 75p, maintaining the same profit margin for sellers.

Shop owner Jim Moorhead expressed disappointment, stating that Mars Bars’ weight reduction by 21.5% would force small businesses to increase prices significantly to maintain profits.

In response, a spokesperson for Mars Wrigley UK and Ireland defended the changes, emphasizing a commitment to providing high-quality snacks that cater to evolving consumer preferences and affordability needs. The company highlighted adjustments in bar sizes to offer a variety of pack formats suitable for different snacking occasions.

This move follows a trend of ‘shrinkflation’ affecting various consumer products, as reported by consumer advocate Which? The investigation revealed that major brands have downsized products across categories like toothpaste and heartburn medicine.

Which? Retail editor Reena Sewraz criticized the changes as deceptive and urged manufacturers to be more transparent about alterations in product sizes.