An announcement that Cadbury will be reducing the size of their chocolate bars, while the price remains the same, has the nation and Sean Plunket, riled up.
Mr Plunket said on Friday afternoon's Magic Talk that he had a special relationship with chocolate.
"I think [confectionary] are products, because they're indulgences, when you buy something that's an indulgence, you have an emotional, spiritual connection with it."
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So when he got the opportunity to address Cadbury's marketing director Paul Chatfield, he didn't hold back.
"Tell me please, how you selling me a smaller block of chocolate for the same price, isn't a rip off?" he asked Mr Chatfield.
"We don't take these changes lightly at all. We haven't made a change since 2015, and our cost base is changing, and we sit there with a choice in front of us," replied Mr Chatfield.
"Do we keep the bar the same size and put the price up, or do we keep the price the same, and make the bar smaller?"
This was not what Mr Plunket wanted to hear.
"Look, don't kid a kidder. You put up the price cause you're selling us less chocolate for the same money."
"We don't set price in the market" retorted Mr Chatfield.
When asked if he could reveal how much Cadbury is selling their product to retailers for, Mr Chatfield remained tight lipped - to the frustration of Mr Plunket.
Despite not being able to share costs or retail price, Mr Chatfield assured Mr Plunket Cadbury's would remain "the best value for money in New Zealand".