The famous chocolate brand Milka received the "most deceptive product" award.

Milka chocolates won this year's "Goldener Windbeutel" award, given by the German consumer protection organization Foodwatch to draw attention to advertising fraud.

In a Foodwatch survey in which more than 58,000 votes were cast, 34 percent of participants complained that Milka bars were affected by shrinkflation, a new trend seen in many countries, including Türkiye, in a high inflation environment.

The term "shrinkflation," derived from the English words "shrink" and "inflation," can be referred to as a "shrink price hike" or "stealth price hike." Instead of drawing criticism with steep price increases, manufacturers are reducing the weight of their products without consumers noticing.

According to Foodwatch, Milka chocolates were reduced by 10 grams to 90 grams at the beginning of the year, but the packaging remained the same size. Furthermore, just before the weight adjustment, the price of the product had been increased from 1.49 euros to 1.99.

In Türkiye, Milka chocolates are sold in 80 gram packages instead of 90 gram packages.

Milka is a brand owned by Mondelez, one of the world's largest food manufacturers, which includes many brands such as Oreo, Toblerone, and Tang.

48 percent raise

The consumer organization calculated that the change at Milka meant a 48 percent increase in prices for consumers in Germany.

On the other hand, the company, noting that the packaging includes the phrase "90 grams", notes that "increases in cocoa prices and supply chain costs and increasing uncertainties have forced them to take such measures to remain competitive."

Foodwatch, however, argues that the weight information on packaging is not sufficiently visible to consumers. Rebekka Siegmann, a Foodwatch representative, noted that hidden price increases are becoming common in the food industry, saying, "Milka is one of the most obvious examples of shrinkflation."