Milka receives the negative Golden Windbag award in an online vote by the Foodwatch consumer organisation. The chocolate bar is a brazen example of „shrinkflation“: manufacturer Mondelez reduced the content from 100 to 90 grams and shortly beforehand increased the price from 1.49 euros to 1.99 euros - while the pack remained the same. A price increase of 48 per cent.
In the online poll conducted by the consumer organisation Foodwatch, 34 percent of the more than 58,000 participants voted „Milka Alpenmilch” the most audacious advertising lie of the year. Foodwatch called on the German government to fulfil its promise from the coalition agreement: Food manufacturers and retailers should be obliged to clearly label hidden price increases.
„Mondelez shrinks the bar and inflates the price - a bitter aftertaste for the sweet Milka chocolate. The Milka bar is a prime example of shrinkflation, which is precisely why consumers voted it the most audacious advertising lie of the year. Hidden price increases are an increasingly popular scam of the food industry - the German government must finally take decisive action against it.“
Dr Rebekka Siegmann from Foodwatch
Mondelez reduced the weight of Milka Alpine Milk and many other flavours at the beginning of 2025, but the packaging size remained the same. The This makes it difficult for consumers to recognise changes in the filling quantity, criticised Foodwatch. Mondelez explained to the organisation that the new weight is stated on the bar itself and on the Milka website. However, according to Foodwatch's observations, the weight information on the bar is often hidden by the flaps of the cardboard packaging on the shelf in the supermarket.
Mondelez justifies the price increase of „Milka Alpenmilch“ chocolate with Record prices for cocoa and high costs for energy, packaging and transport. However, Foodwatch does not accept this argument. According to the Federal Statistical Office, chocolate only became around eight per cent more expensive between the beginning of 2024 and January 2025, Mondelez increased the prices for Milka bars by up to 64 per cent during this period. According to its own financial report, Mondelez is currently even benefiting from „lower production costs“.
Foodwatch called on the new German government to take swift action against shrinkflation - as promised in the coalition agreement. It states: „We are committed to greater transparency in the case of hidden price increases.“ In France, supermarkets have already been required to disclose hidden price increases since summer 2024.
The result of the Golden Windbag 2025
In addition to Milka Alpine Milk, four other products were nominated for the Golden Windbag 2025. Around 58,000 valid votes were received in the voting period since mid-June.
The figures in detail:
1st place: Milka Alpine Milk from Mondelez (34 per cent of the votes cast)
2nd place: Atlantic Norwegian smoked salmon from Fish Tales (21.1 per cent)
3rd place: Menstru Chocbar from Innonature GmbH (17.8 per cent)
4th place: Rama from Flora Food Group (15 per cent)
5th place: Dirtea Glow from Dirtea GmbH (12.1 per cent)
To access the The problem of consumer deception in the food sector Foodwatch has been awarding the Golden Windbag since 2009 - for the 14th time in 2025.
Source: Foodwatch
