Consumers in Belgium are voicing disappointment over a change in Milka’s popular Easter eggs, discovering that the chocolate shells now contain a significant air gap, reducing the amount of chocolate received for the same price. The issue, first reported by RTL Info on Monday, February 16, 2026, has sparked debate over whether the practice constitutes a deceptive tactic or a legally permissible adjustment in product design. This shift in the iconic Easter treat highlights a broader trend known as “shrinkflation,” where manufacturers reduce product size or quantity while maintaining or increasing prices.
The change affects the brand’s small, individually wrapped Easter eggs. Previously filled to the brim with chocolate, the eggs now feature an approximately half-centimeter air space inside. While the price of a 100-gram package has slightly decreased – from 2.85 euros to 2.59 euros – the cost per kilogram has actually risen by 12%, according to RTL Info’s reporting. In other words consumers are paying more for less chocolate, even if the nominal price appears lower.
Milka, a brand owned by Mondelez International, attributes the change to a consolidation of production. The company has centralized the manufacturing of its Easter eggs and pralines to a single facility in Poland, moving away from a previous setup that included a production site in Herentals, Belgium. In a statement, Milka explained that the Polish facility utilizes a different production line and manufacturing technology, resulting in an adapted product structure. The company insists that the taste and internal composition of the eggs remain unchanged. “We understand that this may raise questions,” the statement reads, “However, the internal composition as well as the taste of the eggs have remained identical.”
The practice of reducing product size while maintaining price, known as shrinkflation, is not illegal, but it often draws criticism from consumer advocacy groups. It’s a tactic companies employ to cope with rising costs of ingredients, labor and transportation without overtly increasing prices, which could deter customers. The phenomenon has been observed across various industries, from food and beverages to household goods. Consumers are increasingly aware of this practice and often express frustration over feeling shortchanged.
The shift in Milka’s Easter egg production isn’t the only change consumers are noticing. The size of the packages themselves has similarly been reduced; 100-gram bags now contain only 81 grams of product. This further contributes to the overall reduction in the amount of chocolate consumers receive for their money. The impact of these changes is particularly noticeable during Easter, a peak season for chocolate consumption.
🍫 Les œufs de Pâques Milka sont-ils en train de rétrécir ? On a enquêté. 🔎
👉 https://t.co/wJq9q9qJ9q pic.twitter.com/q9q9q9qJ9q— RTL info (@rtlinfo) February 16, 2026
Milka continues to offer a variety of Easter egg options, including 1kg mixed packs containing pralinés, white chocolate, and milk chocolate, available for purchase on their website. These larger packs are marketed as ideal for sharing with family and friends.
The debate surrounding Milka’s Easter eggs underscores the challenges faced by both consumers and manufacturers in a period of economic uncertainty. While companies seek to maintain profitability amidst rising costs, consumers are increasingly sensitive to perceived value and transparency in pricing and product sizing. The long-term impact of shrinkflation on consumer trust and brand loyalty remains to be seen.
Consumers seeking more information about Milka products and ingredients can visit the company’s official website. Further updates on this story, and potential responses from consumer protection agencies, are expected in the coming weeks as the Easter season approaches.
This situation with Milka’s Easter eggs is a prime example of shrinkflation impacting popular products, and it’s a trend that’s likely to continue as manufacturers navigate economic pressures. Understanding the factors driving these changes – from supply chain disruptions to ingredient costs – is crucial for both consumers and investors.
The next step in this developing story will be to monitor consumer reaction and whether any regulatory bodies in Belgium or elsewhere will investigate the matter further. Consumers are encouraged to share their experiences and opinions on social media and with consumer advocacy groups.
Have your say: What are your thoughts on this change to Milka Easter eggs? Share your comments below and let us know if you’ve noticed similar practices with other products.
