Chocoholics in Britain are going crazy over the changed shape of the Toblerone chocolate bars. There used to be a tiny gap between the triangles–now it seems to have doubled!

What the what?!?! @Toblerone … when did you create a dual carriage way through the mountains?!?! pic.twitter.com/xfHPF5W5bq

— nathalie pownall (@Nathaliepownall) October 28, 2016

This is a travesty for fans of the iconic Swiss chocolate bar. But the shape has only changed in Britain. According to Mondelez International, the company that owns the brand, the rising prices of ingredients have made it more expensive to produce the mountain shaped chocolate. So the company decided to add more space in between the triangles to save a little cash. They could keep the same packaging, length, and even price, but buyers will get about 10 percent less chocolate per bar. But this was obviously not okay with chocolate consumers.

Why don’t they should just change the name to NO-blerone and be done with it? #Toblerone #TobleroneGate #TobleroneTuesday pic.twitter.com/dpMKDqwMIO

— Claire Murrihy (@ClaireMurrihy) November 8, 2016

Many people have pointed out that this change comes after the Brexit vote. The British will no longer be a part of the European Union, and no longer have the same access to delicious Swiss chocolate as other Europeans.

#toblerone #brexit I told you that leaving the EU would have serious consequences. Now I’ m really upset. pic.twitter.com/w81cWYpNl4

— Mark Greenwood (@markcjgreenwood) November 8, 2016

Since the British opted out of the EU, the value of the British pound has fallen significantly, making commodities like cacao way more expensive than before. This is yet another reason for division between the voters who voted for or against Brexit. However, last Thursday did see a rise in the pound, after the High Court in Britain ruled that Parliament has to vote before an actual Brexit can take place.

Here’s another conspiracy theory for you all: some people believe the chocolate brand chose to reshape the bars right now because no one would notice due to all the U.S. election hysteria.

I bet @Toblerone thought they could sneak their new smaller bar out today and hope #ElectionDay would cover up the news #TobleroneGate

— seanieb1983 (@seanieb1983) November 8, 2016

Financially this is a tactic that more and more companies are using to avoid raising prices, and it could hit more types of candy in the coming months. “The new gappy-teeth Toblerone is yet another example of shrinkflation, where shrinking pack contents allows for a backdoor price rise,” said retailing expert Ratula Chakraborty.

But most of us feel like this:

All this talk about #TobleroneGate is making me want #Toblerone right now.

— Busy Working Mummy (@busyworkingmum1) November 8, 2016

Emma Von Zeipel

Emma Von Zeipel is a staff writer at Law Street Media. She is originally from one of the islands of Stockholm, Sweden. After working for Democratic Voice of Burma in Thailand, she ended up in New York City. She has a BA in journalism from Stockholm University and is passionate about human rights, good books, horses, and European chocolate. Contact Emma at EVonZeipel@LawStreetMedia.com.

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