Shrinking Mars bar: Size cut by 7.2% but price stays the same



Less of a treat: Mars bars, costing 37p, have been reduced from 62.5g to 58g



The maker of Mars and Snickers has shrunk the size of the bestselling chocolate bars in what amounts to an under the counter price rise.

While the bars have been reduced by 7.2 per cent from 62.5g to 58g, their prices have remained the same.

The change was put into effect in factories in the second half of last year and the downsized versions are now in the shops where a Mars bar still costs 37p and a Snickers is 41p.

The tactic of secretly reducing pack sizes while keeping prices high is increasingly being used by manufacturers of everything from nappies to crisps and frozen peas.

When challenged, Mars UK initially claimed the switch to smaller sizes was designed to help tackle the nation’s obesity crisis.

Strangely, this altruistic move was never advertised – an unprecedented step for a multi-national company carrying out what it claims is a major public health initiative.

Some customers may suspect a smokescreen to cover up what is a simple price rise largely caused by an increase in commodity costs.

And yesterday Mars UK confirmed that the change was triggered by rising costs.

‘Like all food manufacturers, we have seen continued cost increases over the last few years,’ it said in a statement.

‘We look to absorb the vast majority of these costs by being more efficient, but on occasion we have to consider increasing prices.

‘By slightly reducing portion sizes on Mars and Snickers we were able to continue to responsibly meet consumer demands for healthier lifestyles whilst not increasing our prices.’



The reduced Mars contains just 19 fewer calories at 261, while the Snickers has 23 fewer at 296.







Consumer Focus, the customer body set up by the Government, is concerned that firms are attempting to pull the wool over shoppers’ eyes.

Its policy expert Lucy Yates said: ‘Shrinking the size of chocolate bars should be part of a drive to combat obesity. However, shrinking size but not price could damage consumers’ trust in the brands they love.’

Mars UK’s sister operator in Australia is shrinking the size of 90 products while keeping prices the same.



The change there has been handled very differently by being presented in a major advertising campaign as a public health measure.



However, politicians have still suggested it amounts to an underhand price rise.

The tactic of cutting product sizes, known as the Grocery Shrink Ray in the U.S., is increasingly being deployed in Britain.



Brands including Dairylea, Pringles, Pampers nappies, Rolo, Cadbury and Heinz have used it in recent years.

Metrication has also been used as an excuse by some manufacturers to fiddle with food packs.



Traditionally, sausages were sold in packs weighing a pound, which is around 454g.



However, many suppliers have introduced slimmer sausages and cut the pack size to 400g.

In the past, a bag of Fox’s Glacier mints would have weighed in at 8oz. In 2002, it was cut to 200g, which is closer to 7oz.

● Food price inflation has fallen to its lowest level this year, according to the British Retail Consortium which speaks for major supermarkets and High Street stores.

Although prices are still higher than this time last year, the annual rate of the increase fell from 7.9 per cent in April to 6.4 per cent in May.