In response to calls to combat obesity in Britain King-sized Mars and Snickers bars are to be cut in half.
The new packaging will see the snacks sold as "two shareable portions". In their current packaging the chocolate bars can weigh as much as 100 grams and contain 387 calories.
The decision by Masterfoods is the company's contribution to Britain's Food and Drink Federations manifesto to address portion size. The plan issued by the Federation intends to deal with over portion distortion, over-consumption, labelling, advertising to children, vending and public education.
Health experts blame portion distortion for the fact that Britain has one of the fastest growing rates of obesity. Neville Rigby of the International Obesity Task Force welcomed the move by Masterfoods but said: "We need to go a lot further down the road before we see any real changes."
