Yorkie bars, once known for their chunky size, have been slimmed to their narrowest form in a recent rebrand—prompting a wave of anger among loyal fans. The latest version measures just 2.8cm wide, a slight decrease from 3cm last year, while the length has grown by 1mm to 11.6cm. Despite the changes, the bar’s weight remains steady at just over 45 grams, a significant reduction from the hefty 70g bar sold in 2002.
Many devoted fans lament the shift away from the bar’s substantial past. One disgruntled consumer complained, “A huge part of the appeal was its size, but this version is barely bigger than a single Twix. It feels like a ‘woke’ rebrand aimed at distancing it from its male-oriented image.”
Others echoed similar sentiments, with one recalling childhood memories: “I remember choking on a big piece as a kid. Now it fits comfortably in my hand.” Another added, “Yorkie was a man’s bar; this is just a miniature knockoff.” Yet another user expressed frustration: “We’ve gone from a bar fit for truckers to a petite snack no different than any health bar. Nestlé is shooting itself in the foot.”
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In response to the backlash, a Nestlé spokesperson commented, “It’s quite common for chocolate bars to change shape slightly.”
This rebranding comes amid rising concerns about “shrinkflation”—a practice where product sizes shrink while prices stay the same or increase. Legislative proposals are underway that would require supermarkets to inform customers when the contents of a product have decreased, effectively warning shoppers when they’re paying more for less.
The Liberal Democrats have introduced an amendment to the Product Regulation and Metrology Bill that would mandate supermarkets to clearly display details about any reductions in product quantity for a 60-day period. Trade spokesman Clive Jones said, “Shrinkflation is a scourge that needs exposing. Shoppers are struggling through a cost-of-living crisis while companies quietly reduce product sizes but keep prices steady. Transparency is crucial to protect consumers and their budgets.”