Toblerone fans are crying foul after its maker announced the chocolate bar's shape and weight are changing to keep costs down.
Mondelez, the maker of the iconic triangular bar, has increased the spacing between the distinctive chunks and reduced its weight by almost 10% due to rising ingredient costs.
The packaging has stayed the same however.
The slimmed-down Toblerone is now 360g instead of 400g, and 150g instead of 170g.
"We carry these costs for as long as possible, but to ensure Toblerone remains on-shelf, is affordable and retains the triangular shape, we have had to reduce the weight of just two of our bars in the UK, from the wider range of available Toblerone products."
Writing on Facebook, Alex Barrett questioned why the company had not put up a picture of the new bar.
"I suspect not because you know full well it looks wrong," he said. "It's not aesthetically pleasing and it no longer looks like a premium product."
Dan Rickwood posted: "Hi Toblerone, I am one of your biggest fans and love your chocolate, but I bought a 150g Toblerone earlier only to be left upset, disappointed and a little distressed!
"In fact I felt cheated a tad in the way that they are now spaced out so much losing out on Toblerone goodness, I'm upset Toblerone I'm sorry but I really am."
Rachel Yates had a tip for fellow Toblerone enthusiasts: "If I can't have the iconic chunky triangles I'll buy the budget supermarket version. Tastes the same and is cheaper. Think you've just scored a home goal Toblerone."
Some loyal customers are even urging a boycott until the company has a change of heart.
Mondelez, which also owns Cadbury and previously known as Kraft, was criticised in recent years for changing much-loved products such as Creme Eggs and Dairy Milk bars.
Walkers crisps and Birds Eye also risked annoying customers last week when they revealed price rises blamed on the falling value of the pound.