As Toblerone shrinks, UK consumers vociferously ‘mind the gap’

It’s not an optical illusion—Toblerone’s iconic chocolate triangles are farther apart.

Mondelez International—makers of the Swiss chocolate products—is facing a wave of criticism after reducing the weight of its bars by increasing the gap between its triangles.

The change affects two products sold in the U.K.: Toblerone’s 400-gram bar is now 360 grams, and its 170-gram bar weighs 150 grams.

Toblerone announced the change last month on its Facebook page, saying the decision was due to rising ingredient costs:

It tweeted the announcement as well:

Toblerone fans, we have some information on the size of our chocolate bars. Please see the statement on our Facebook:https://t.co/PbwZbuvlvL

— Toblerone (@Toblerone) October 15, 2016

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However, many consumers didn’t recognize the change until they had purchased the new bars.

Chocolate lovers weren’t happy.

The Verge’s James Vincent wrote:

The bar’s new shape has been compared to a toast rack and a bicycle stand, as well as dubbed "the chocolate bar of disappointment" and "the beginning of the end for Western civilization." (By me, just now.) Before the changes, a Toblerone was a hearty snack: something that you could get your teeth into like a dog with a chew toy, grappling with those plentiful triangle slices. Now, the bar seems denuded and feeble, like a Christmas tree missing half its branches, or an old, sick dog, just about ready to die.

Consumers lashed out at the company online, and one complained that Toblerone is still using photos of the old bars (sans gaps) in its social media posts:

The new #Toblerone.
Wrong on so many levels. It now looks like a bicycle stand.#WeWantOurTobleroneBack. http://pic.twitter.com/C71KeNUWF1

— James Melville (@JamesMelville) November 8, 2016

#Toblerone in another 3 years: http://pic.twitter.com/EUmhB5x1FP

— Lisa (@biscuitahoy) November 8, 2016

Just when I think this year can't get any worse, #Toblerone proves me wrong.

— Nash Nashy (@NASHterpiece) November 8, 2016

@Toblerone where is the gap? That's a bit misleading - your chocolates don't look like that any more!

— Crooklar (@Jon_darling) October 30, 2016

Last year, Mondelez came under fire for changing the recipe of Cadbury Crème Eggs in the U.K., removing the candy’s signature Dairy Milk brand of chocolate.

The BBC reported:

A spokeswoman for Mondelez acknowledged that the foreign exchange rate was currently "not favourable", but added: "This change wasn't done as a result of Brexit."

However, she was unable to clarify whether the change in shape affected only bars sold in the UK and not the rest of Europe.

Though Mondelez denied that its cost-saving move was a result of Brexit, U.K. consumers will be seeing other changes because of the lower value of the British pound.

“Walkers and Birds Eye have both said they are set to raise the prices of some items following the drop in the UK exchange rate post-Brexit,” the BBC reported.

Consumers were also angry over a recent pricing dispute between Unilever and Tesco last month.

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