Air, the cheapest ingredient in food manufacturing. Make the wafer biscuits in a Kit Kat less dense. Add more bubbles to the Aero. Change the shape of bars so

Air, the cheapest ingredient in food manufacturing. Make the wafer biscuits in a Kit Kat less dense. Add more bubbles to the Aero. Change the shape of bars so that they appear bigger. Add puffed rice or pieces of biscuit to pad out solid chocolate. It's part of the standard marketing repertoire. http://www.dailymail.co.uk/news/article-2421568/Revolt-Cadburys-rounder-sweeter-bars-Not-classic-rectangle-shape-Dairy-Milk-changed-customers-also-sugary.html http://www.dailymail.co.uk/news/article-2421568/Revolt-Cadbu... http://www.bbc.co.uk/news/uk-37904703 http://www.bbc.co.uk/news/uk-37904703 https://www.marketingweek.com/2015/02/12/mondelez-to-continue-cost-cutting-strategy-in-an-effort-to-turn-around-profit/ https://www.marketingweek.com/2015/02/12/mondelez-to-continu...