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The route Mars has taken, ostensibly to meet its Responsibility Deal commitments, is primarily (or at least conveniently) a way to drive up profitability whilst not altering the price to the consumer.
It is a route taken by many leading branded suppliers, most notably by Innocent Drinks, whose 1.0L smoothie cartons suddenly became 75cl overnight a few years ago.
There is little doubt that inflation of commodity prices (notably cocoa) has increased in recent months so maybe Mars' decision is a win-win for both the obese threatened consumer and for Mars' own bottom line.
Andrew Mallinson
Director Intelliprice Ltd

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