‘Rolling in his grave’: Outrage over new price of iconic treat
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If you grew up in Australia, chances are you’ve unwrapped a Freddo frog or two (or a hundred) in your lifetime.
For many, that cheeky chocolate amphibian is more than just a sweet treat—it’s a bite-sized piece of nostalgia, a reward for good behaviour, or a little pick-me-up at the checkout.
But if you’ve glanced at the price tag lately, you might have felt your wallet wince. And you’re not alone: even the family of Freddo’s creator is up in arms about the cost of this once-affordable Aussie icon.
Leonie Wadin, daughter of Harry Melbourne—the man who first dreamt up the Freddo frog—hasn’t minced words about the current state of her father’s creation.
In a recent interview, she declared that her dad would be 'rolling in his grave' if he saw what’s become of the beloved chocolate frog, especially after its price doubled to a jaw-dropping $2 for a single 35g bar at major supermarkets like Woolies and Coles.
Let’s take a hop back in time. When Freddo first leapt onto the scene in 1930, it cost just a penny. That’s right—one solitary copper coin.
The treat was designed to be affordable, a little luxury for everyone, especially kids.
'Dad was disgusted with how small it is now and how much they charge for it,' Leonie shared. 'He’d roll over in his grave if he could see it now; he’d be disgusted. It was a penny chocolate.'
Leonie’s not alone in her outrage. Social media is awash with Aussies reminiscing about the days when Freddos were pocket-money friendly.
'I got these as a child in Australia for 5c, now they are $2 each,' lamented one social media user.
Another chimed in: 'Stop, I can’t believe he’s $2 now! That’s a joke!' The sentiment is clear: the price of a Freddo these days is enough to make anyone’s blood sugar spike.
It’s not just the price that’s changed. Many of us have noticed that Freddos, like so many of our favourite snacks, have fallen victim to 'shrinkflation'—that sneaky practice where products get smaller but the price stays the same (or, in this case, goes up).
The once-generous frog has slimmed down over the years, leaving chocoholics feeling a little short-changed.
So, what’s behind the leap in cost? According to Cadbury, it’s all down to the 'record global price of cocoa and increased input costs.'
The price of cocoa has more than doubled in the past year, thanks to poor weather in West Africa (which supplies 70% of the world’s cocoa) devastating crops.
Source: @chloeexann / Tiktok.
With supply down and demand up, chocolate makers like Cadbury’s parent company Mondelez have had no choice but to pass some of those costs onto us, the humble choccy lovers.
The story of Freddo is as charming as the frog himself. Back in 1930, a 14-year-old Harry Melbourne was challenged by his boss at MacRobertson’s Chocolate Factory to invent a new product for the company’s 50th anniversary.
The original idea was a mouse-shaped chocolate, but Harry wisely pointed out that 'women and children are afraid of mice.'
His alternative? Frogs, inspired by local kids catching tadpoles in nearby ponds. Three days later, the Penny Chocolate Frog was born, later renamed 'Freddo' after Harry’s mate Fred from the packing department.
By the time Cadbury bought MacRobertson’s in 1967, Freddo was already a household name. Today, more than 90 million Freddos are sold each year—a testament to the frog’s enduring appeal.
Despite her disappointment at the price, Leonie Wadin is proud of her father’s legacy.
She’s kept his story alive for her five children, ten grandchildren, and two great-grandchildren. 'They’re very proud of their great-granddad, they still buy them [Freddo bars], they love them,' she said.
'The Freddo has to be passed on, Freddo is never going to die. It will always be there … I just want it all passed down, so that the frog is always in our lives.'
Have you noticed the price of your favourite treats going up? Do you still buy Freddos for your grandkids, or have you hopped off the bandwagon? Share your memories, your gripes, and your favourite Freddo flavours in the comments below!
For many, that cheeky chocolate amphibian is more than just a sweet treat—it’s a bite-sized piece of nostalgia, a reward for good behaviour, or a little pick-me-up at the checkout.
But if you’ve glanced at the price tag lately, you might have felt your wallet wince. And you’re not alone: even the family of Freddo’s creator is up in arms about the cost of this once-affordable Aussie icon.
Leonie Wadin, daughter of Harry Melbourne—the man who first dreamt up the Freddo frog—hasn’t minced words about the current state of her father’s creation.
In a recent interview, she declared that her dad would be 'rolling in his grave' if he saw what’s become of the beloved chocolate frog, especially after its price doubled to a jaw-dropping $2 for a single 35g bar at major supermarkets like Woolies and Coles.
Let’s take a hop back in time. When Freddo first leapt onto the scene in 1930, it cost just a penny. That’s right—one solitary copper coin.
The treat was designed to be affordable, a little luxury for everyone, especially kids.
The daughter of Freddo frog creator Harry Melbourne has criticised Cadbury for doubling the price of the popular chocolate bar, saying her father would be 'disgusted' by its current size and cost. Image source: Amazon.
'Dad was disgusted with how small it is now and how much they charge for it,' Leonie shared. 'He’d roll over in his grave if he could see it now; he’d be disgusted. It was a penny chocolate.'
Leonie’s not alone in her outrage. Social media is awash with Aussies reminiscing about the days when Freddos were pocket-money friendly.
'I got these as a child in Australia for 5c, now they are $2 each,' lamented one social media user.
Another chimed in: 'Stop, I can’t believe he’s $2 now! That’s a joke!' The sentiment is clear: the price of a Freddo these days is enough to make anyone’s blood sugar spike.
It’s not just the price that’s changed. Many of us have noticed that Freddos, like so many of our favourite snacks, have fallen victim to 'shrinkflation'—that sneaky practice where products get smaller but the price stays the same (or, in this case, goes up).
The once-generous frog has slimmed down over the years, leaving chocoholics feeling a little short-changed.
So, what’s behind the leap in cost? According to Cadbury, it’s all down to the 'record global price of cocoa and increased input costs.'
The price of cocoa has more than doubled in the past year, thanks to poor weather in West Africa (which supplies 70% of the world’s cocoa) devastating crops.
Source: @chloeexann / Tiktok.
With supply down and demand up, chocolate makers like Cadbury’s parent company Mondelez have had no choice but to pass some of those costs onto us, the humble choccy lovers.
The story of Freddo is as charming as the frog himself. Back in 1930, a 14-year-old Harry Melbourne was challenged by his boss at MacRobertson’s Chocolate Factory to invent a new product for the company’s 50th anniversary.
The original idea was a mouse-shaped chocolate, but Harry wisely pointed out that 'women and children are afraid of mice.'
His alternative? Frogs, inspired by local kids catching tadpoles in nearby ponds. Three days later, the Penny Chocolate Frog was born, later renamed 'Freddo' after Harry’s mate Fred from the packing department.
By the time Cadbury bought MacRobertson’s in 1967, Freddo was already a household name. Today, more than 90 million Freddos are sold each year—a testament to the frog’s enduring appeal.
Despite her disappointment at the price, Leonie Wadin is proud of her father’s legacy.
She’s kept his story alive for her five children, ten grandchildren, and two great-grandchildren. 'They’re very proud of their great-granddad, they still buy them [Freddo bars], they love them,' she said.
'The Freddo has to be passed on, Freddo is never going to die. It will always be there … I just want it all passed down, so that the frog is always in our lives.'
Have you noticed the price of your favourite treats going up? Do you still buy Freddos for your grandkids, or have you hopped off the bandwagon? Share your memories, your gripes, and your favourite Freddo flavours in the comments below!
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