http://www.guardian.co.uk/business/2010 ... sizing-vatChocoholics are facing a sudden weight loss campaign – as confectionery companies cut the size of the biggest-selling bars before the January rise in VAT.
The likes of Nestlé and Cadbury are quietly shrinking the size of some of their biggest brands, and simultaneously nudging up prices, in a bid to preserve their profit margins as a result of rising costs and the looming VAT rise.
At Poundland, chief executive Jim McCarthy said he has negotiated to introduce a new, lighter Toblerone in the new year – about one triangle shorter than the standard bar – so that the price can be held at £1.
From next February a block of Dairy Milk will be a lean 120g, down a couple of chunks from its previous heft of 140g. The Bournville company – accused of being a Scrooge two Christmases ago when it removed more expensive chocolates from tubs of Heroes – is proving to be even more frugal under new owner Kraft. The smaller bars come just after the firm pushed through a round of price increases.
