Court Rules Against Milka on Shrinkflation Claims
A German regional court in Bremen has ruled that changes made to Milka’s classic Alpine Milk chocolate bar misled consumers. The court found that reducing the bar’s weight while keeping the same style of packaging breached competition rules.
The case focused on Mondelēz, the manufacturer of Milka, which reduced the chocolate bar size from 100g to 90g. Consumer officials argued that shoppers were not clearly informed about the change at the point of purchase.
Consumer Protection Case and Allegations
The legal action was filed by Hamburg’s consumer protection office. It accused the company of deceiving buyers by keeping the familiar purple wrapper almost unchanged while lowering the product quantity.
The court agreed that the packaging did not clearly reflect the reduction, which could influence buying decisions. It said the presentation risked misleading consumers who expected the same quantity as before.
Company Response and Price Increase
Mondelēz said it had informed customers about the update through its website and social media channels. The company also pointed to rising production costs, especially higher cocoa prices caused by poor harvests in West Africa.
Despite these explanations, consumers faced a higher price for the smaller bar. The price reportedly increased from €1.49 to €1.99 in early 2025.
Wider Shrinkflation Debate
Shrinkflation, where companies reduce product size while keeping prices the same or increasing them, has become a common response to rising costs. Consumer groups say the practice often goes unnoticed by shoppers.
In this case, the court noted that the change in weight was not clearly visible on the packaging. The bar also appeared almost identical in design, with only a slight reduction in thickness.
Consumer Reaction
The product had already faced criticism from shoppers, with some labeling it unfair value for money. Consumer advocates say such cases highlight the need for clearer labeling when product sizes change.
Mondelēz maintains that past variations in bar weight were normal and that packaging did indicate the updated quantity.
