Overview
- Edeka, Rewe, Kaufland and Penny rolled out steep promotions on Milka, including a 40% cut at Edeka, Kaufland bars for less than half the previous price, €1 bars at Penny and €0.79 via its app, and a Milka Santa reduced to €2.49 from €3.29.
- Many shoppers on Facebook say they will skip Milka despite discounts, citing shrinkflation such as 100-gram bars reduced to 90 grams and widespread complaints that the taste has worsened.
- Official data show sharp price inflation: in October 2025 chocolate cost 21.8% more year over year, with chocolate bars up 30.7% and pralines up 22.1%.
- Wirtschaftswoche reported Mondelez’s Europe revenue grew about 11% largely on price increases as sales volumes fell 7.5%, a backdrop to the retailer push to stimulate purchases.
- Consumer distrust has spurred legal and reputational pressures, including a lawsuit by the Hamburg consumer association over alleged shrinkflation practices.