German biscuit maker Bahlsen has lowered selling prices for selected products. High chocolate prices had previously burdened the company. Initial price reductions are already visible in stores.
In Hannover, Bahlsen has lowered selling prices to retailers for selected products due to stabilized chocolate prices. High cocoa costs had recently burdened the maker, as its products contain a higher chocolate share than competitors.
"Due to the sharply increased chocolate prices, we had to raise our prices because the chocolate content in our products is higher than in the competition," CEO Alexander Kühnen told the Deutsche Presse-Agentur. Now, price cuts are being considered rather than further increases.
Changing recipes was not an option for Bahlsen. The products are shaped by habit and trust, it was stated. "If someone regularly buys our products and suddenly the taste changes because we cut costs on the recipe, you lose those customers very quickly and often permanently," Kühnen explained.
Other makers, such as Swiss group Lindt & Sprüngli, have also cut prices on individual products.
