Suche
Mein Konto
Milka Alpenmilch: Brazen deceptive package named Golden Cream Puff!
Milka Alpenmilch will be recognized as the most brazenly deceptive package in 2025. Foodwatch criticizes hidden price increases and shrinkflation.
Milka Alpenmilch: Brazen deceptive package named Golden Cream Puff!
Milka's “Alpine Milk” chocolate, a product from Mondelez, won the “Golden Cream Puff 2025” award in an online vote by Foodwatch. With 34 percent of the votes cast, it was voted “the most brazen advertising lie of the year”. The award aims to flag consumer deception and has caused a huge stir among the public. The price increase of chocolate from 1.49 euros to 1.99 euros is cited by Foodwatch as a classic example of the practice of shrinkflation.
Shrinkflation, a term used to describe hidden price increases caused by volume reduction, is a growing problem in the food industry. The Milka Alpenmilch bars have been reduced from 100 grams to 90 grams, which corresponds to a price increase of 48 percent. According to ö24, such industry practices are by no means negligible, as consumers are more often confronted with hidden price increases.
Criticism of price increases
Foodwatch sharply criticized the company for inadequate labeling of the change in quantity on the packaging. Although the new weight display is present, there is criticism that it is often obscured on store shelves or difficult to read. It is necessary to communicate such changes transparently instead of putting them in the “new size” category, as is often the case with other products.
Rebekka Siegmann from Foodwatch expressed concern about the hidden price increases in the food industry, which are also supported by the Federal Statistical Office. While chocolate prices rose by eight percent overall, Mondelez raised its own prices by up to 64 percent, which consumer advocates consider to be unreasonable.
Other candidates for the Golden Cream Puff
A total of more than 58,000 votes were cast in this year's vote. Milka's chocolate bar took the undisputed first place. Second place went to a Norwegian smoked salmon from Fish Tales, which was linked to animal welfare violations and received 21.1 percent of the vote. The “Menstru Chocbar” from Innonature took third place with 17.8 percent.
| placement | product | Pursue | part of the vote |
|---|---|---|---|
| 1 | Milka Alpine milk | Mondelez | 34% |
| 2 | Atlantic Norwegian smoked salmon | Fish Tales | 21.1% |
| 3 | Menstru Chocbar | Innonature | 17.8% |
| 4 | Rama margarine | Flora Food Group | 15% |
| 5 | Dirtea Glow | Dirtea GmbH | 12.1% |
The Golden Cream Puff is awarded for the 14th time and is an important symbol in the fight against fraudulent labeling. Consumers need to be informed about such practices in order to make better decisions. The ongoing practice of shrinkflation and the associated hidden price increases are contributing to more and more customers losing their trust in the food industry. This is clear not only from the vote on the Golden Cream Puff, but also from an increase in complaints to consumer advocates in recent years.
It is becoming more important for more and more consumers to actively defend themselves against such unfair price adjustments and to insist on transparency in product labeling. The developments surrounding Milka Alpenmilch are a dominant example of how necessary a critical view of consumer protection is today.