A classic of the chocolate world has been shrunk, Mars insists this is due to their concerns over portion size and related obesity.
The Mars Bar has dropped in size from 60g to 53g, making it 11.6% lighter, while 90 other chocolate products will also have their size reduced.
Mars Snack food Australia general manager Peter West said the move was a direct response to Australia's obesity debate and the company's bars had too many calories.
"Big food is an issue - the portion size that people are eating, whether (it's) the muffin you buy, or the cake, or when you go to a restaurant, the size of the plate in front of you," Mr West said.
"We want to make sure we sell our portions in the right size."
Mr West said the price of Mars Bars (from $1.70) had not decreased, although some of the company's other brands would be cheaper.
All of Mars' 90 products will be downsized, including Milky Way, Snickers, Maltesers and Twix.