Shrinkflation Strikes Again: Discover How Quality Street and Celebrations Are Selling Smaller Boxes!

Tucking into a box of Quality Street or Celebrations has long been a cherished Christmas tradition in the UK. However, recent changes make it clear that the festive treats are becoming a bit lighter this year.

The popular Toblerone chocolate has seen a decrease in size, with its weight dropping from 360g to 340g. Meanwhile, Quality Street has lost 50g, now weighing in at 550g instead of the usual 600g. Celebrations aren’t any better, shrinking from 550g to 500g.

These changes, often referred to as “shrinkflation,” lead to disappointment as treat lovers open their familiar boxes, only to find fewer chocolates inside. Earlier this year, Nestlé made headlines for changing the size of the Purple One and Orange Crunch in Quality Street, reducing their weights as well. The Purple One went from 9.59g to 8.46g, while the Orange Crunch shrank from 9.06g to 8.72g.

Terry’s Chocolate Orange has also faced a shrinkage, dropping from 157g to 145g. This trend of reducing product sizes instead of raising prices isn’t new. Toblerone tried it a few years back by widening the gaps between its chunks, which led to backlash and eventually a return to its original shape.

The rising costs ofcocoa are a big reason behind this shrinkage. West Africa, where over half of the world’s cocoa beans are harvested, has faced several poor harvests. This has affected chocolate prices significantly. While cocoa bean prices have slightly decreased recently, data shows that chocolate prices in the UK rose by 17.2% in the year leading up to July.

As the holiday season approaches, supermarkets often run discounts on these festive treats. Last year, shoppers could scoop up these boxes for around £4, but this year, the price has crept up to £4.50.

Cocoa expert Andrew Moriarty from Expana noted that ingredient costs are still high. “Raw material prices like cocoa butter have fallen by nearly 45% over the past year, but they’re still much higher compared to pre-2024 levels,” he explained. Retailers are experiencing ongoing price increases from suppliers due to these higher costs.

A spokesperson from Mondelēz International, which owns Toblerone, stated that size reductions are a “last resort,” insisting they are dealing with significant input costs across the board, including ingredients and energy prices. Similarly, Nestlé mentioned that they regularly adjust pack sizes based on manufacturing and transportation costs.

These shifts in product sizes and prices have sparked discussions on social media, with many consumers sharing their frustrations over receiving less for their money. Some even joke about how the holiday push for treats feels more like a “Grinch” moment this year. It’s clear that as inflation impacts the food industry, both companies and consumers must navigate these changes together, keeping a close eye on what they’re getting for their money this festive season.



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