Popular confectionery brand Cadbury has announced it will be shrinking its chocolate bars sold in multipacks in an effort to tackle obesity.
Mondelēz International, the company who own Cadbury have pledged to reduce the number of calories in their treats sold in four packs to 200 calories by the end of 2021. The company said that this move will see “100 billion calories removed from the UK market every year.”
Louise Stigant, UK Managing Director at Mondelēz International, said: “We must play our part in tackling obesity and are committed to doing so without compromising on consumer choice.”
In a statement the company said that portion control is one of the most effective ways to help people balance their calorie intake.
A spokesperson for Cadbury confirmed that the list price for these products will not change and that pricing still remains at the retailer’s discretion.
Last month Cadbury announced it would also reduce the size of chocolate bars popular with children. The company plans for Fudge, Curly Wurly and Chomp bars to contain less than 100 calories by the end of the year.
Reducing the size of a product, while continuing to sell it at the same price is otherwise known as “shrinkflation.”
A number of consumers took to social media with their concerns.
One user was sceptical of the company’s strategy.
Another vowed to stop buying their products after hearing the news.
While another described the company’s health reason motives as a “load of rubbish.”
Another said it simply “isn’t going to work.”
While a comic’s account took on a more satirical approach to the subject.