Lovers of the triangular Swiss chocolate Toberlone have been left fuming after confectionary-maker Mondelez International changed the shape of its iconic bars and reduced their weight.
Expressing their dismay on social media, Toblerone enthusiasts have dismissed the smaller bars as "cheap" and "stupid". One described Molendez executives behind the decision as "fools".
Under the new changes 400g Toblerones have been reduced to 360g and 170g bars to 150g. The downscaling has been achieved by widening the gaps between the triangular peaks on the chocolate and was deemed necessary by Mondelez to reduce costs, which it blames on currency exchange rates.
"Like many other companies, we are experiencing higher costs for numerous ingredients. We carry these costs for as long as possible, but to ensure Toblerone remains on-shelf, is affordable and retains the triangular shape, we have had to reduce the weight of just two of our bars in the UK, from the wider range of available Toblerone products," the multinational company said in a statement.
The decision has reopened old wounds with many on social media returning to the furore surrounding the changes to Cadbury's Creme Eggs. One Facebook user called the downsizing of a range of chocolates by the company "horrendously greedy".
"Toblerone is all about the triangle. Why couldn't you just loose a triangle at the end or make the triangles smaller? I'm afraid that this is going the way of Cadbury Creme Egg and off my seasonal treat list as I will forever be disappointed," another user wrote.
Recently Walkers and Birds Eye have started negotiations with UK supermarkets to increase the prices of their products. The brands, which are owned by US giant PepsiCo and New York-listed Nomad Foods respectively, are seeking a price increase of up to 12% on some of their items.
Mondelez has said an unfavourable foreign exchange rate had been a factor in the US-based company's decision-making. The pound has declined by 14.5% against the euro and by 18% against the dollar since the 23 June referendum.