Mogelpackung des Monats
Only vigilant consumers notice the shrinkflation in the Milky Way Multipack. © NurPhoto/IMAGO/Jakub Porzycki
Mars has reduced the number of bars in the Milky Way multipack from nine to five while simultaneously lowering the retail price. However, this cheaper price is misleading, as the base price increases significantly.
The updated Milky Way multipack now contains only five bars instead of nine. Although the retail price has dropped – from €2.99 to €2.29 – the base price is actually rising. According to the Consumer Center Hamburg, this product has therefore been awarded the Mogelpackung of the month for July 2026.
With the reduction of bars from nine to five, the total weight also shrinks dramatically from 193.5 grams to just 107.5 grams. According to the “Consumer Center Hamburg,” this represents a decrease of nearly 45 percent.
At checkout, this trick often goes unnoticed since the retail price stands at €2.29, lower than the previous €2.99. However, a closer look at the base price reveals the real extent of the price increase: a hidden price hike of about 38 percent.
In retail, a direct comparison between the old and new packaging is typically not possible, as the previous variant has often vanished from the shelves, according to the Consumer Center Hamburg.
Mars Justifies Itself with Rising Costs
The company defends the reduction in quantity citing “increased costs for raw materials and energy.” Moreover, they claim to invest in product development and sustainable supply chains.
However, the Consumer Center Hamburg finds this argument lacking. The price of cocoa has significantly dropped in recent months, and there have been no changes to the recipe or nutritional values of the product. Therefore, they assert that the reasons provided do not convincingly explain this massive hidden price increase.
Bounty Multipack Also Affected by Shrinkflation
The Milky Way multipack isn’t the only Mars product experiencing shrinkflation. The Bounty multipack has also seen a quantity reduction.
Instead of nine bars, there are now only eight in the packaging. Simultaneously, the price has risen – for example, at Kaufland, from €3.19 to €3.59, which represents a hidden price increase of about 27 percent, according to the Consumer Center Hamburg.
What is Shrinkflation?
- Shrinkflation occurs when the package size and price of a product remain the same. However, the quantity inside diminishes.
- This often happens without the manufacturer explicitly indicating it. Consumers end up inadvertently paying more for the item.
It remains to be seen whether other well-known Mars products, such as Mars, Snickers, or Twix bars, are also affected.
Mars as a Leader in the Mogelpackung List
No other manufacturer appears as frequently on the Mogelpackung list of the Consumer Center Hamburg as this billion-dollar corporation. Since 2020, at least 29 cases of shrinkflation among Mars products have been recorded. This is significantly more than other companies.
The list of affected brands is extensive: it includes everything from Bounty, Mars, Milky Way, Snickers, and Twix to Balisto, M&M’s, and Airwaves gum, as well as convenience foods from Ben’s and Mirácoli, along with pet food brands like Catsan, Kitekat, Sheba, Whiskas, and Pedigree.
Editorial Recommendations
Consumer advocates advise that consumers should be particularly vigilant regarding changes in quantities and packaging sizes for products from this corporation. (red)
