They mean only the ones branded as "King Size". Although it's an
important point, perhaps people who need a bigger 'fix' will buy
100-200g products instead of 60g king size ones!
It's all to do with portions apparently, if you give someone a food
portion that is unhealthily large they will probably eat it anyway (and
larger portions are considered better 'value'). I can see where they
are coming from but it does seem to be a little bit too much too soon.
I haven't heard anything about what Nestle intends to do perhaps they are waiting for peoples reaction to masterfoods+cadbury.