Milka's pricing strategy, characterized by significant price fluctuations and product size reductions, is causing consumer distrust and is seen as a broader issue in German supermarkets. For instance, a 90-gram Milka chocolate bar, initially priced at €1.99, was later offered for €0.79, a practice attributed by manufacturer Mondelez to rising cocoa costs. However, experts like Andreas Lambeck and Carsten Demming argue this "price roulette" erodes brand loyalty by making consumers feel prices are arbitrarily tested rather than reflecting actual costs. This has led to calls for boycotts on platforms like Reddit and a lawsuit by the Hamburg Consumer Association against Mondelez for unfair competition, with a trial scheduled for April 2026.