British fans have reacted with outrage to a scaled-down version of the Toblerone chocolate bar after owner Mondelez International said it had to respond to the rising cost of ingredients. Ivor Bennett reports.
For many, it's the pinnacle of confectionery. But what did resemble the Alps is now more like, well, the Peak District in what's being called a Swiss swiz. Two bars in the UK have been redesigned to make them lighter. The same length, but fewer triangles. (SOUNDBITE) (English) REUTERS REPORTER, IVOR BENNETT, SAYING: "So here we have one of the more familiar bars. Notice the tightly packed triangles. But here in Britain - the 400 gram bar and the 170 gram bar are being reduced in weight. And to achieve that, Toblerone has decided to increase the gaps between the triangles instead of just shrinking the overall design. A decision that's created a mountain of abuse." First Bowie, then Brexit, now this horror says one consumer. Another, that it's up there with the dumbest corporate decisions of all time. Toblerone's owner Mondelez says it was down to the rising cost of ingredients. The redesign the only the alternative, they say, to raising prices. Only British bars are affected, but the company denies it was because of Brexit, adding the move was in the pipeline long before the vote to leave the EU. (SOUNDBITE) (English) WORLD FIRST CHIEF ECONOMIST, JEREMY COOK, SAYING: "I mean things costs more now in the UK and will continue to cost more because we don't make Toblerones here in the UK and if we want to continue to bring them in from abroad, then we're going to have to pay more for them as a result of that devalued pound." But consumers can't fathom why the bar wasn't just made shorter. Some suggesting the trend, dubbed 'shrinkflation', has yet to reach its peak.