Mondelēz International has unveiled a reduced sugar version of Cadbury Dairy Milk as part of the confectionery industry’s growing efforts to support government moves to tackle the obesity crisis.
The new variant of the popular chocolate bar contains 30% less sugar than the standard product. Its launch follows three years of research by the company to develop a lower sugar version that contains no artificial sweeteners but maintains the “truly irresistible” taste. The product uses soluble maize fibre for sweetness.
Cadbury Dairy Milk 30% Less Sugar (RRP £1.49) is being rolled out to stores this month and will sit alongside its standard range.
Claire Low, Associate Marketing Director Mondelēz said: “We’ve recognised that there is an increasing trend for people wanting to manage their sugar intake and that’s why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30% less sugar, which stills tastes great.
“We are committed to responding to relevant consumer trends, and are always striving to offer chocolate lovers greater choice through exciting innovations and portion control offerings.”
The move comes amid the company’s similar sugar reduction plans for other lines such as Oreo, Maynards Bassetts Wine Gums and Jelly Babies.
