It’s always a gamble when companies mess with a product beloved by consumers, as Mondelez found out when it decided to change the shape of its Toblerone chocolate bar in the U.K., pulling a bit of a Grocery Shrink Ray move in the process.
Momdelez is standing by its decision to lengthen the gaps between the chocolate “peaks” that are dispensed by the brand’s triangular packaging, The Wall Street Journal reports.
That shape change slimmed the bars down from 150 grams to 170 grams in the UK. Earlier this year, Mondelez reduced the weight of a bigger Toblerone bar from 400 grams to 360 grams, but apparently the longer gaps aren’t as pronounced and haven’t caused a stir.
Despite the reduction in weight, the recommended prices for both bars haven’t changed.
Mondelez is pointing to the uptick in costs for “many ingredients” in the candy, noting production costs in Switzerland went up because of the drop of the euro against the Swiss franc in January, and an increase in cocoa prices over the last three years.
“We carry these costs for as long as possible, but to ensure Toblerone remains on shelf, is affordable and retains the iconic shape we all know and love, we have had to reduce the weight of this particular bar,” said a Mondelez spokesman.
Mind the Gap: Toblerone Customers Feel Short-Changed By Shape Change [The Wall Street Journal]
by Mary Beth Quirk via Consumerist
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