Shrinkflation hits Cadbury Wispa and Crunchie multipacks

Changes to Cadbury’s Wispa and Crunchie multipacks have sparked a wave of consumer reaction.

Cadbury is facing a fresh round of criticism as frustrated shoppers accuse the company of cutting back on some of its best-known products.

The complaints have gathered pace online, where fans of the brand are drawing attention to changes they say leave them with less than before.

The focus of the anger is on multipacks of Wispa and Crunchie, which now contain seven bars instead of the nine that customers were used to.

While the packaging has barely changed, the smaller count has not gone unnoticed. Posts across social media have compared the old and new packs, with shoppers calling the move a clear example of shrinkflation.

The reaction has been swift, with many chocolate lovers expressing disappointment and frustration.

Cadbury’s parent company, Mondelez International, has defended the adjustment, pointing to sharply rising costs across its supply chain.

The firm cited higher prices for cocoa and dairy, along with increased energy and transport expenses, as the reasons it could no longer avoid making changes. A spokesperson said the decision to reduce pack sizes was a last resort after the company had absorbed cost increases in other areas.

Mondelez added that it remained committed to keeping products available and to offering value despite what it described as persistent economic pressures. The company said it had delayed the move for as long as possible but was ultimately left with no choice.

The downsizing of Wispa and Crunchie multipacks has become a high-profile reminder of how shrinkflation continues to shape the everyday experience of supermarket shelves.