One of the world's biggest chocolate manufacturers has announced plans to shrink all of its products to cut back on calories - but prices will stay the same when the changes come into effect.
Cadbury is shrinking the size of Double Decker and Wispa Gold bars sold in multipacks so they contain less than 200 calories in an attempt to help tackle obesity, but the smaller bars will cost the same.
Popular treats including Crunchie, Twirl and Wispa bars will also contain no more than 200 calories each when sold in a four-pack.
Bars sold individually will not change, Mondelez, which manufacturers the bars, said.
"We must play our part in tackling obesity and are committed to doing so without compromising on consumer choice," said Louise Stigant, UK managing director at Mondelez International.
When asked why "single-serve" bars were unaffected, a spokesperson for Mondelez said the firm believed in "offering consumers different portion sizes for different occasions".
The spokesperson confirmed that the list price for multipacks would not change and said pricing was up to retailers.
Consumers have since slammed the move, with one claiming Cadbury should change the name of its Double Decker bar to Minibus.
"Cadbury trying to say that the change is for health reasons when it seems painfully obvious it's for profit margins," a disgruntled customer tweeted.
"The list price for these products will not be changing at this time.. Cadbury trying to say that the change is for health reasons when it seems painfully obvious it’s for profit margins."
In 2016, Mondelez reduced the weight of its Toblerone bar from 200g to 150g by spacing out its distinctive triangular chunks, but it reversed the change two years later.
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The company said it was offering more portion control options by voluntarily committing to bring all Cadbury chocolate bars sold in multipacks under 200 calories by the end of 2021.
A spokesperson for Cadbury said: “The list price for these products will not be changing at this time. Retail pricing remains at the retailer’s sole discretion.”
The practice of reducing product sizes but maintaining prices is known as "shrinkflation".
Last week it was suggested that supermarkets in England could be stopped from placing chocolate and sweets at the end of aisles to tempt shoppers.
The measures are part of a "war against obesity” being drawn up by Downing Street.
