The lighter way to enjoy chocolate? Maltesers follows Toblerone's lead with shrinking pouches

Mars has shrunk Maltesers pouches

Maltesers appears to have followed in the footsteps of Toblerone with manufacturer Mars shrinking pouch sizes from 121g to 103g due to rising costs.

Earlier this month Mondelez-owned Toblerone caused a stir by changing the shape of its iconic bar, ultimately delivering less chocolate for the RRP, with Mondelez also blaming the “higher costs for numerous ingredients” for the change.

Of the decision, Mars commented in a statement: “Like all chocolate manufacturers, we have seen the cost of raw materials rise and, while we try to absorb these pressures as much as possible, sometimes we have to make the difficult decision to reduce the size of some of our products so our consumers can continue to enjoy an affordable treat.

“Our focus is always on offering consumers our great tasting, high quality chocolate brands at the best value for money.”

Food retail expert, Steve Dresser, who alerted the world to ‘#maltesersgate’ also pointed out pouches of Galaxy Counters have also shrunk from 126g to 112g.

Though manufacturers have not explicitly blamed Brexit for the changes many consumers have pointed the finger of blame at the decline of Sterling post-referendum.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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