UK mandates "chocolate flavour" labels on low-cocoa biscuits, reflecting shrinking sizes and rising prices.

In the UK, new rules require certain chocolate biscuit bars like Jacob’s Club and McVities’ Penguin to be labeled “chocolate flavour” instead of “chocolate” due to lower cocoa content. This change reflects broader trends of shrinkflation, with many classic treats shrinking in size—such as the Mars bar, now about 51g compared to 68g in the 1980s—while prices rise. Some brands, like Tunnock’s wafers and Fry’s Chocolate Cream, have remained unchanged for decades. Consumers recall nostalgic flavors, messy textures, and iconic ads, even as formulations and packaging evolve.