Seven Flavours, Ten Grams Less, Same Price

Seven Milka bars in Slovenia have shrunk to 90 g but kept the €1.99 price tag — a silent 11% increase.

Milka flavours reformatted to 90 g: 7
more per 100 g than the 100 g range: +11%
extra per year when buying 90 g instead of 100 g weekly: €11

Price per 100 g — Milka chocolate in Slovenia

Price per 100 g — Milka chocolate in Slovenia
Label	Value
Milka Oreo Brownie 100 g	1.99
Milka Mousse 100 g	1.99
Milka Milkinis 100 g	1.99
Milka Alpine Milk 90 g	2.21
Milka Hazelnut 90 g	2.21
Milka Nougat Creme 85 g	2.34

Source: Sivix, selected products from the story

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15 May 2026

Pick up a Milka Alpine Milk bar in a Slovenian supermarket and you get 90 g of chocolate for €1.99. Reach for the Milka Oreo Brownie next to it and you get 100 g — for €1.99. Same brand, same shelf, same price tag. Ten grams less.

What the data shows

Sivix collected 361 price records for 11 Milka chocolate bars in Slovenia between July 2025 and March 2026. Four varieties come in 100 g bars: Oreo White, Oreo Brownie, Mousse, and Milkinis. All four have a median shelf price of exactly €1.99 — that is, €1.99/100 g.

Seven other varieties — Hazelnut, Raisins & Nuts, White Chocolate, Noisette, Alpine Milk, Biscoff, and Bubbly — come in 90 g bars. Each one also has a median shelf price of €1.99. That works out to €2.21/100 g — 11% more than the 100 g family.

Format	Shelf price	Per 100 g
Milka 100 g (4 SKUs)	€1.99	€1.99
Milka 90 g (7 SKUs)	€1.99	€2.21

The gap is not accidental. Seven different flavours have all landed at exactly 90 g at exactly the same price point. There is also an 85 g Nougat Creme on the market at the same €1.99, where the per-100 g cost rises further to €2.34.

Why this happens

Shrinkflation works because shoppers read the price, not the weight. A bar of chocolate at the checkout is a bar of chocolate — you almost never weigh it before buying. Moving from 100 g to 90 g while holding the price constant delivers an 11% margin improvement without any visible price increase appearing in the shopper's memory or the retailer's promotional calendar.

Doing it across seven flavours at once, rather than one, means the full range shifts together. There is no comparison product on the same shelf in the old format to make the change obvious. The 100 g variants that remain are in different flavour lines (Oreo, Mousse, Milkinis) — a different part of the fixture.

What it means for you

If you regularly pick up a Milka bar from the hazelnut or Alpine Milk section, you are paying €2.21 per 100 g, not €1.99. Buying one bar a week adds up to roughly €11 more per year than the equivalent weight in the Oreo Brownie or Milkinis format next to it. The actionable move is simple: check the weight on the wrapper, not just the shelf price. A bar that used to be 100 g and now feels slightly lighter probably is.

Per 100 g — selected Milka bars in Slovenia

Source: Sivix, 361 price records · 11 Milka SKUs · Slovenia · Jul 2025–Mar 2026

Data source: Based on 361 price records across 11 Milka SKUs in Slovenia, drawn from 7,275 price records in Slovenia's chocolate category. Data reflects real shelf prices as reported at time of purchase, June 2025–April 2026.

Products referenced in this story

Real shelf prices as reported by Sivix contributors. Tap any product to see current prices.

100 g format — €1.99/100 g — €1.99/bar

Milka Oreo Brownie 100 g

SI · View on Sivix →

90 g format — €2.21/100 g — €1.99/bar

Milka Alpine Milk 90 g

SI · View on Sivix →

85 g format — €2.34/100 g — €1.99/bar

Milka Nougat Creme 85 g

SI · View on Sivix →

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Seven Flavours, Ten Grams Less, Same Price

What the data shows

Why this happens

What it means for you

Products referenced in this story

Common Questions

About Sivix

Powering a more transparent marketplace, one price at a time.