“Golden Color”
Shrinked Milka table chosen as the “threeest advertising lies”
Negative award for the non-increased 100 gram panel: Milka’s alpine milk chocolate has received the “golden curtain” in the Foodwatch election.
Milka manufacturer Mondelez is given a dubious honor: According to a Foodwatch vote, the company’s alpine milk chocolate is the “threeest advertising lies of the year”. Milka received the most votes in the online election for the “Golden Care Pale 2025”.
More 58,000 users took part in the vote for which Foodwatch had nominated five supermarket products. Around a third of the votes were Milka. “The Milka table is a prime example of Shrinkflation, and that’s why consumers have chosen them as the threeest advertising lies of the year“comments Rebekka Siegmann from Foodwatch the result. The organization calls on the federal government to proceed more against hidden price increases.
Milka board smaller, price larger
Manufacturer Mondelez reduced the package size of the famous purple chocolate board from the usual 100 to 90 grams at the beginning of the year. Since the price in the store had recently increased from 1.49 euros to 1.89, the alpine milk chocolate cost almost 50 percent more per gram afterwards, as the consumer organization calculates.
What is the “threeest advertising lies” in the supermarket?
Foodwatch is looking for the thirdest advertising lies 2025. For this, the consumer organization provides five candidates to vote …
© Foodwatch
More
Open the image subtitle
Back
Further
Milka manufacturer Mondelez has justified the drastic price increase with higher costs for cocoa, energy, packaging and transport. The company also argues that the new weight is transparent on the front of the packaging. Consumer advocates, on the other hand, see a hidden price increase in the visually hardly changed pack, with which customers are to be knitted. The Hamburg Consumer Center has already reprimanded the new Milka board as a mogue pack.
The second most voices in the Foodwatch election to the golden cream puff received the supposedly sustainable smoked salmon from Fish Tales. The Menstru Chocbar chocolate bar ended in third place, which is aimed at women who have their period. The spread of Rama and the Eisistee Dirtea Glow of rapper Shirin David were also nominated.
With the choice of Golden Cream Pale, Foodwatch has been denouncing products since 2009, which, from the perspective of the organization, are exemplary for consumer deception in the food sector. Well-known manufacturers such as Danone, Ferrero or Coca-Cola were among the winners. In 2024, Alete’s sugary “constant” won the negative price.
Source: Stern
