Cadbury has cut the size of some of its most popular Easter eggs - but prices remain the same or have risen. Its larger Flake Easter egg has been reduced by 17.5g compared to last year, with this year's version weighing 231.5g compared to 249g. It comes after Cadbury's has shrunk the size of its easter eggs this year - without slashing prices. We’ve made a few changes to reflect this and think our 2023 line-up is egg-cellent, even if we do say so ourselves!" The strategy is used to boost or maintain profit margins and is mainly utilised by companies in the food and drink industry.

Easter eggs - and some of them Cadbury cuts the size of its Easter eggs - and some of them

Chocolate Chunks taste great in the mouth but now you can enjoy them in your ‘wallet’ too! and these Chocolate Chunks A spokesperson from Mondelez, Cadbury's parent company, said: "We’re constantly looking at ways to innovate our products while keeping the fan favourites that the nation knows and loves." It's not just researchers spotting the sweet cheat, savvy shoppers have also noticed the unsavoury difference down the choccy aisle.

Chocolate lovers on the Extreme Couponing and Bargains UK Facebook group have been complaining about the practice. A spokesperson added that traditional gift shell eggs have replaced large shell eggs and there are eight different flavours including Creme Egg and Mini Eggs. Shrinkflation happens when consumer products get smaller in weight, size or quantity while their prices stay the same or even increase.

Wispa Chocolate Easter Egg (Box of 6) Cadbury Wispa Chocolate Easter Egg (Box of 6)

It feels particularly unfair to those on lower budgets, who are trying to keep everyone happy this Easter without breaking the bank." This year we’ve revamped our Easter egg range, offering a wide variety of sizes and price options for our Cadbury fans to choose from.

Milk Chocolate Shell: Milk**, Sugar, Cocoa Butter, Cocoa Mass, Vegetable Fat, Emulsifiers (E442, E476), Flavourings, Milk Solids 20% minimum, actual 23%, Cocoa Solids 20% minimum, Contains Vegetable Fats in addition to Cocoa Butter , **The equivalent of 426ml of Fresh Liquid Milk in every 227g of Milk Chocolate Sarah Coles, a consumer expert at Hargreaves Lansdown, criticised the chocolate shortfall and blamed "shrinkflation" – a term used to describe businesses keeping prices the same but making products smaller. The Dairy Milk Caramel egg, the Crunchie egg and the Twirl egg have also shrunk in size, while the Dairy Milk Buttons egg has gone down in weight and up in price. A recent study by The Sun proved that while many of the nation's favourite Easter eggs remained the same price as last year, the chocolate content had shrunk. Wispa: Milk, Sugar, Cocoa Butter, Cocoa Mass, Dried Skimmed Milk, Vegetable Fat, Emulsifier (E442), Flavourings, Milk Solids 14% minimum, Cocoa Solids 25% minimum, Contains Vegetable Fats in addition to Cocoa Butter