Iconic Swiss chocolate brand Toblerone has upset its customers in the United Kingdom by substantially widening the gap between the triangular chunks of two of its bars.

What used to look like this:

Ruben Sprich/Reuters

Now looks like this:

Before you tweet us, no Trading Standards will not investigate the gap increase between the peaks! #Toblerone 😉🍫 pic.twitter.com/qSeMxmMBQf — Trading Standards (@SuffolkTS) November 8, 2016

The 400g (14oz) bar now weighs 360g (12.6oz), while the 170g (6oz) version has been reduced to 150g (5.3oz).

Toblerone, which is owned by the U.S. food and drink corporation Mondelēz International, announced the U.K.-only change on its Facebook page in mid-October.

It said the move was necessary to avoid hefty price rises. The company claimed it was “experiencing higher costs for numerous ingredients” and it was forced into altering the shape to ensure it remains “affordable.” The change doesn’t affect any other items in its range.

The statement initially attracted only a spattering of negative comments, until it went viral on Monday.

Hundreds of fans have now vented their anger on the brand’s Facebook page, with many saying they’d have happily paid more for the sweet treat had it remained as it was.

Some even quipped that it left the chocolate bar looking like a “knock-off” of itself, or a bicycle stand.

The change also sparked an avalanche of comments on Twitter, with the #Toblerone hashtag trending globally on Tuesday morning:

The new #Toblerone.

Wrong on so many levels. It now looks like a bicycle stand.#WeWantOurTobleroneBack. pic.twitter.com/C71KeNUWF1 — James Melville (@JamesMelville) November 8, 2016

Now tae find a substitute for my #Toblerone Susan. pic.twitter.com/Uy3PgadJo6 — Yoor Wullie (@YoorWullie) November 8, 2016

Just combing my hair with the new #Toblerone — Hayley Ellis (@Hayles_Ellis) November 8, 2016

Unconfirmed reports that the Curly Wurly is to be unravelled and renamed the Straighty Waighty #Toblerone — Will Hagerty (@whagerty) November 8, 2016

But the spokeswoman did not reveal exactly why it only affected the bars it was selling in the United Kingdom, or whether the company planned to make similar changes to the bars it sells in Europe and across the world.