Milka's new chocolate size: does the XXL crisis come stopped?

Milka's new chocolate size: does the XXL crisis come stopped?

Hamburg, Deutschland - The chocolate manufacturer Milka is faced with falling sales figures. As OE24 , the typical 100-gramm-panel was reduced to 90 grams at the beginning of 2023. This change was punished by the Hamburg Consumer Center with the negative price "Mogel pack of the month", since the price increase from EUR 1.49 to 1.99 euros is perceived as a hidden price increase. The price per 100 grams has increased noticeably, which annoys consumers.

In addition to the smaller panels, there were also changes in the large packs. The 270-gram panel was reduced to 250 grams, while the price rose from 3.45 euros to 4.99 euros, which corresponds to an increase of over 56%. The consumer center points out that many consumers only notice such adjustments late, since they often pay more attention to prices than the crowd.

new products for increasing sales

To combat the declining heel, Mondelez plans to introduce a new 190-gram chocolate bar under the name "Milka Extra". This is already offered in the Netherlands for 3.79 euros. The market launch in Germany should also take place in the coming weeks. Industry insiders lead the adjustments back to a significant decline in the sales area, which was 12% in the first quarter of 2025. However, it is positive that sales increased by 14% due to increased prices.

The Situation for Milka and other chocolate manufacturers is also the result of the so-called cocoa crisis, which has a strong influence on the entire chocolate market. In a comprehensive report on ilioss it is explained that the poor climatic conditions in West Africa, where most cocoa beans are produced, cause crop losses. Diseases, pests and unpredictable weather mean that many cocoa trees no longer deliver the desired harvest due to the aging

effects on the market

president factors such as mismanagement and lack of resources among cocoa farmers further tighten the situation. The prices for cocoa have increased six times the prices of prices a few years ago, which forces manufacturers to increase their final prices. As a result, many consumers decide to buy less chocolate or to switch to cheaper alternatives. This means that the sales figures for chocolate boards and chocolates in Germany go back further.

supermarkets adapt your product range to the changed needs of consumers. Shrinkflation, i.e. reducing the packaging size at the same price, is a common phenomenon. Large manufacturers, including Milka and Lindt, react to these developments with price adjustments and new packaging formats. In addition, many companies experiment with alternative ingredients and recipes to meet the challenges of the current market situation.