Why your chocolate is getting smaller, more expensive and less chocolatey

Crack open a tub of Celebrations or pull a Terry’s Chocolate Orange from a stocking these days, and have you noticed, there seems to be a little less to go around?

Not only that, you might find – no, it is not your imagination – that some popular treats taste a little different, a little less “chocolatey”.

To top it all the prices have risen too.

So will your festive favourites still hit the sweet spot this Christmas?

Many of the companies making popular bars and chocolates admit they have been looking for ways to save money. A tried-and-tested one is to replace some of the more expensive ingredients, like cocoa, with cheaper ones, a strategy that’s been dubbed “skimpflation”.

Some recipes have changed so much that bars like Toffee Crisp, Penguin and others can no longer be called chocolate.

There is even a debate among some chocolate fans over whether the year-round classic Cadbury’s Dairy Milk has changed its recipe.

Becca Amy Stock, a TikTok influencer who goes by the name Becca Eats Everything, set herself the task of reviewing every milk chocolate bar at Britain’s major supermarkets. The 29-year-old spent six hours and £100 on her rigorous research.

She concluded Dairy Milk was “more oily” since Cadbury’s takeover by the American company Mondelez in 2010. And the brand, famous for its “glass and a half” of milk, was less milky, she said.

“You do notice the difference,” Becca says, “Cadbury’s does not taste how it used to taste.”

Milk chocolate in the UK must have at least 20% cocoa solids and 20% milk solids to earn the name chocolate. Without that it has to be labelled “chocolate flavour” not chocolate. Cadbury’s Dairy Milk still meets that standard.

Mondelez says it has not been fiddling with the recipe, at least not recently.

“Our Cadbury Dairy Milk products continue to be made with the same delicious recipes that consumers know and love,” its spokesperson said. “The cocoa content has not changed for many years.”

But it is still one which you’ll be paying more for.

Plenty of food manufacturers have been reducing the size of their products, without dropping prices, known as shrinkflation.

And some are also putting prices up, too.

Chocolate prices in supermarkets have risen by more than 18% on average from this time last year, according to market researchers Kantar.

We got these figures by analysing price data collected by market researchers Assosia across four of the UK’s biggest grocers, Tesco, Sainsbury’s, Asda and Morrisons, between December 2021 and December 2025.

They show:

• Cadbury’s Dairy Milk weighs 10% less, while the cost jumped from £1.86 to £2.75 – a 48% price increase
• Mars Celebrations has shrunk by 23%. The price has risen from £4.25 to £6.11 – a 44% jump
• Terry’s Chocolate Orange is 8% smaller, while the cost has risen from £1.49 to £2.25 – a 51% price rise

Mondelez’s spokesperson said putting up prices was a “last resort” but ingredients are costing more – in particular cocoa and dairy.

“This means our products continue to be much more expensive to make.

“As a result of this difficult environment, we have had to make the decision to slightly reduce the weight and increase the list price of some of our Cadbury products,” they said.

Mars Wrigley told the BBC higher cocoa prices and manufacturing costs meant they had to “adjust some… product sizes… without compromising on quality or taste.”

So what has caused the price of cocoa and milk to shoot up?

Extreme weather caused by climate change has hit cocoa farmers’ crop yields in Africa, says Ghadafi Razak, an academic at Warwick Business School.

Extreme rainfall in India, Brazil and Thailand in 2023, followed by droughts the following year have meant poor harvests in those countries too, pushing up prices.

The extra costs take time to feed through to customers, says Christian Jaccarini, a senior food analyst at the Energy & Climate Intelligence Unit think tank, which means those extra costs are hitting shop shelves now.

“It takes about 18 months for the impact of a shock to be felt by consumers, so we still have quite a long time with higher prices for chocolate,” he said.

Milk prices have shot up too. Diarmaid Mac Colgáin, founder of the Concept Dairy consultancy blames the rising cost of feed, fuel and fertilisers as well as farmers facing higher wage bills and production costs.

He says some brands have substituted palm oil and shea oil for some of the milk to make up the fat content of their chocolate.

Shoppers are becoming increasingly aware of these cost-saving tactics, but that does not mean they are happy about it.

It is the element of unwanted surprise that can leave a bad taste, according to Reena Sewraz, retail editor at consumer champion, Which?

It can feel “especially sneaky” when companies shrink products or downgrade their ingredients she said.

“With Christmas not far away, shoppers will be looking to get the best value from what they buy,” she said. “Supermarkets and manufacturers should be more upfront about making these changes. Customers may not love the news – but [then] at least they don’t feel misled.”

But there is not much you can do about it. For Becca, who insists she’s not “chocolated out” despite her chocolate-tasting marathon, quality not quantity is the way to go.

She suggests fellow chocoholics treat themselves to smaller premium bars such as Tony’s Chocolonely. They’ll cost more but she finds them more satisfying.

She also plans to treat herself to a selection-box on Christmas day.

Otherwise she generally advises against “food snobbery”.

“I think supermarket own-brands are actually a much better way to get better quality chocolate.”