First they came for the Cadbury Roses, then they halved our Easter eggs, and now Cadbury are reducing the size of their family chocolate blocks - and Kiwis aren't happy.
On Thursday, Cadbury posted a statement online revealing that consumers would "notice something a little different about our Cadbury family blocks".
But from the reaction online, the decision to reduce the size of the blocks, without any price change, to combat rising costs and ensure they can be "an affordable treat for all Kiwis" isn't a popular one.
"On what planet is less chocolate an acceptable solution for anything," said one person, while another commented: "I won't be buying Cadbury anymore, this is ridiculous."
Reacting to the negative publicity, Cadbury replied to several comments on Facebook assuring consumers that no ingredients were being changed and that it was no longer sustainable to absorb the increasing costs.
"Whenever we make a change to a product, we know that there will be some Cadbury fans who like it, and some who prefer the original," Cadbury said in one comment.
In September, outrage was sparked after Cadbury Roses underwent a makeover, with several new flavours and many others dropped.