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".
- 'Blasphemy': Kiwis outraged after Cadbury cuts Marshmallow Eggs in half
- 'Heartbreaking': Kiwis vent rage at revamped Cadbury Roses
But from the reaction online, the decision to reduce the size of the blocks 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."
"It's almost like you don't want to be in business. What a way to ruin an iconic NZ brand."
While Cadbury doesn't set retail prices, Paul Chatfield, Cadbury's marketing director, said the company had recommended to retailers they reduce their price because of the changes.
"We're working closely with retailers to reduce the recommended retail price from $3.79 to $3.60," he said.
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.
Many of the commenters noted the company had "ruined" many of their previous products by reducing their size or changing their flavour.
"Cadbury just buried yourself deeper, you already lost a lot of customers... I think that [Cadbury's marketing team] need an audit very quickly or you guys will be going into liquidation."
"I don't think there are any Cadbury fans left," said one woman.
In September, outrage was sparked after Cadbury Roses underwent a makeover, with several new flavours and many others dropped. Boxes ended up on TradeMe after Kiwis found the unwanted treats in their Christmas stockings.
More recently, to the horror of many, January saw the company's beloved marshmallow Easter eggs cut in half and their wrappers removed.
Cadbury said it was impossible to change it back due to an upgrade of its equipment.