Choc horror: Why ‘flavour’ bars and small packs are here to stay
Choc horror: Why ‘flavour’ bars and small packs are here to stay
Despite recent declines in cocoa costs and a 20% reduction in sugar prices, the trend of smaller packaging and ‘flavour’ bars continues to gain traction. This shift has been evident over the past year, as manufacturers adjusted their product formulations and sizes in response to fluctuating ingredient costs.
Shoppers noticed the change in December when Toffee Crisp and Blue Riband bars were rebranded as ‘chocolate flavour,’ no longer meeting the UK’s requirement of 20% cocoa solids and 20% milk solids for milk chocolate classification. Similar adjustments occurred in October with McVitie’s Penguin and Club, and earlier in the year, KitKat White and McVitie’s white digestives underwent similar modifications.
What now for the ‘chocolate flavour’ bar?
Industry insiders suggest no significant alterations are imminent. Nestle, the producer of Toffee Crisp, Blue Riband, Quality Street, and KitKat, stated:
“There are currently no plans to make further recipe or weight changes to our individual confectionery products.”
The company emphasized its efforts to offset high cocoa prices while maintaining affordability.
Pladis, maker of The Penguin, Club, and White Digestives, confirmed it had no upcoming adjustments. Meanwhile, Terry’s, Mars (which owns Celebrations), and Mondelez (which owns Cadbury) did not respond to inquiries about their changes or future plans.
Cocoa Price Drop and Industry Response
Manufacturers have been cautious, as the recent cocoa price slump has come too late to significantly lower costs this Easter. While some reductions may appear by Christmas, the industry remains hesitant due to long-term contracts that do not yet reflect the current market conditions. Gemma Whitaker of Whitakers Chocolate noted that suppliers will still base pricing on higher cocoa costs until mid-2026.
However, Dominic Simler of Playin Choc, a UK manufacturer, pointed out that smaller producers with higher cocoa content—around 40%—may benefit from the price drop.
“For the smaller chocolatiers… who have a higher cocoa percentage, then I think we will be able to reduce the price, particularly of those higher cocoa content products,”
he said, adding that sustained lows could lead to meaningful savings.
Meanwhile, the war in the Middle East is expected to exert upward pressure on prices, according to Simler. This, combined with ongoing contracts, means the current cost reductions may not immediately translate to lower prices for consumers.
Easter Price Trends
Industry data reveals that Easter egg prices have risen by 9% compared to 2025, according to Worldpanel. This trend highlights the broader impact of supply chain dynamics on confectionery products. While some items may see price decreases later in the year, the timing of the cocoa drop has left Easter consumers facing higher costs.
Across the sector, product sizes have also been reduced. Celebrations lost 150 grams in weight from 2021 to 2025, while Cadbury’s Dairy Milk decreased by 20 grams over four years. Toblerone, meanwhile, was found to be 20 grams lighter in September. Other brands, like Terry’s Chocolate Orange and Quality Street, also trimmed their offerings, with the latter shrinking from 600 grams to 550 grams at Christmas. Multipacks, too, have been affected, with some losing one or two bars in their packaging.
These changes underscore the ongoing challenges faced by the chocolate industry, as cost fluctuations and supply chain pressures reshape what consumers receive for their money.
