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Adam Campbell-Schmitt
June 22, 2017

Change is always controversial. Toblerone has announced a new shape for two of its signature bars sold in the UK, and the news has the Internet in a tizzy. The super popular only-bought-at-duty-free-shops-in-airports and part-of-a-gift-basket triangular chocolate bar is looking a little less chunky in Britain as the manufacturer has put more space in between the breakable pyramid-shaped pieces. 

Yikes. It looks like a counterfeit Toblerone.


The change comes as Toblerone looks to keep the price of their bars consistent, while dealing with pesky inflation. Rather than shorten the 400g and 170g bars, U.S.-based Mondelez International decided to keep the shape and packaging the same while decreasing the amount of chocolate to 360g and 150g, respectively. In a statement on the brand’s Facebook page, Toblerone tried to calm customers’ qualms:

“Toblerone remains one of the best value and most delicious Swiss chocolate products in the market. This is because we always work hard to ensure we offer value for money for our consumers, but like many other companies, we are experiencing higher costs for numerous ingredients. We carry these costs for as long as possible, but to ensure Toblerone remains on-shelf, is affordable and retains the triangular shape, we have had to reduce the weight of just two of our bars in the UK, from the wider range of available Toblerone products.”

While the pragmatic explanation makes sense, folks are still bound to freak out. In the end they’re getting less chocolate. And when it comes to chocolate, less is never more.

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