Choc horror: Why ‘flavour’ bars and small packs are here to stay
Choc horror: Why ‘flavour’ bars and small packs are here to stay
The Shift in Chocolate Packaging
Chocolate-flavour bars and smaller package sizes have become a standard trend, even as cocoa costs have dipped to a near three-year low and sugar prices have fallen by 20%. This change was noticeable last year, when cocoa prices reached record highs, prompting manufacturers to adjust product descriptions and sizes. The reduction in cocoa content forced brands to classify their offerings as ‘chocolate flavour’ instead of traditional chocolate, as the minimum 20% cocoa and milk solids requirement was no longer met.
Brand Adjustments and Market Reactions
In December, Toffee Crisp and Blue Riband were rebranded as ‘chocolate flavour’ products, marking a shift in how confectionery is marketed. Similar changes occurred earlier in the year, with McVitie’s Penguin and Club, as well as KitKat White and McVitie’s white digestives, altering their packaging. Companies like Nestle stated to Sky News that no further recipe or weight modifications are planned for individual confectionery items. “We’ve taken all necessary steps to mitigate the impact of high cocoa prices while keeping products affordable,” Nestle noted, adding that the market remains unpredictable despite recent declines.
Weight Loss and Price Increases
Over the past year, several products have seen reductions in size. Celebrations, for instance, lost 150 grams from 2021 to 2025 while increasing in cost. Cadbury’s Dairy Milk and Toblerone also shed weight, with the latter dropping 20 grams in September. Terry’s Chocolate Orange reduced by 12 grams, and Quality Street tubs decreased from 600 grams to 550 grams during the holiday season. Multipacks, too, have been trimmed, with Freddo and Cadbury Fudge packs now containing four bars instead of five. KitKat two-finger bars similarly shrank in number.
Cocoa and Sugar Price Volatility
Cocoa prices have been declining since May of last year, yet many suppliers are still bound by contracts that don’t account for these lower rates. To manage uncertainty, manufacturers locked in long-term agreements, which now feel outdated as wholesale cocoa reaches its lowest point in over a year. Dominic Simler of Playin Choc speculated that a Christmas price drop might be possible if current rates remain stable. “Smaller producers with higher cocoa percentages could benefit from reduced costs,” he explained, highlighting that the big seven chocolate companies rely more on sugar and milk, not cocoa, for their pricing.
Easter Egg Costs Rise
Industry data from Worldpanel shows that Easter egg prices have increased by 9% compared to 2025. While some products may see lower costs by Christmas, this Easter’s prices are unlikely to decrease, as manufacturers still face higher cocoa expenses. The war in the Middle East is also expected to influence future price trends, according to Gemma Whitaker of Whitakers Chocolate, who noted that contracts for 2026 and 2027 are still based on elevated costs.
“Smaller chocolatiers with a higher cocoa percentage may reduce prices if these levels persist,” said Dominic Simler of Playin Choc. “But for the larger companies, their biggest cost remains sugar and milk, not cocoa.”
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