An investigation has revealed the extent of shrinkflation affecting popular chocolate tins ahead of the Christmas period, with Cadbury Heroes and Roses shrinking by 21% since 2021.
Chocolate has been one of the product types most affected by shrinkflation, where product sizes decrease while prices stay the same or rise. This has been driven by increased costs of cocoa and higher dairy costs.
How much have the chocolate tins shrunk?
According to findings reported by The Sun, tubs of Cadbury Roses and Heroes weighed 600g in 2021. They have now shrunk to 475g, marking a five-year decrease of 21%.
These tubs have also become more expensive, with the price rising from £4 to £7 at most supermarkets.
Celebrations and Quality Street changes
Celebrations tubs have gone from 650g to 500g. The product's parent company, Mars Wrigley, had introduced 500g tubs as 550g tubs last year, but has now discontinued the 550g size.
Per kilogram, Celebrations have almost doubled in price. A 650g tub cost £5 in 2021, or £7.69 per kilo. The price is now £7 for 500g, equivalent to £14 per kilo.
Nestlé's Quality Street has shrunk from 650g to 550g, while its price has increased from £5 to £7.
Company responses
Consumer expert Martyn James told The Sun that there has been a drop in the price of cocoa, so these reductions and price increases are not entirely justified. "It's simply greed and consumers are rightly furious," he said.
A Mars Wrigley UKI spokeswoman told the publication: "To keep our products affordable amid global cost pressures, we've had to adjust some of our product sizes, including Celebrations. It's not a decision we take lightly, but our priority is always to provide the great-tasting treats consumers know and love, at prices they can afford."
Cadbury owner Mondelez said it faced "significantly higher supply chain input costs". Nestlé told the Daily Express: "Each year we introduce a new Quality Street range with formats, sizes, weights and RRPs based on a range of factors including the cost of manufacturing, ingredients and transport and the preferences of our customers and consumers. We know value remains important to shoppers, which is why our Christmas 2026 range includes a 550g Quality Street sharing tub, the same weight as it was in 2025."
The Daily Express has contacted Mars, Incorporated and Cadbury for comment.
