Mondelēz International is reducing the size of all its Cadbury chocolate bars sold in multipacks so they contain less than 200 calories as part of the group’s commitment to help tackle obesity in the UK.
The reductions in brands such as Wispa, Double Decker, Flake, and Dairy Milk will be completed by the end of 2021, eliminating 10bn calories from the UK market every year.
The move build’s on Mondelēz International’s previous pledge to bring all its Cadbury chocolate and wider biscuit products typically bought for children to under 100 calories by the end of this year.
Louise Stigant, UK Managing Director at Mondelēz International, commented: “We recognise we must play our part in tackling obesity and are committed to doing so without compromising on consumer choice. That is why we have been focusing on the areas we know will make the greatest impact and have been backed up by consumer research and nutritional science.
“A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake.”
However, the move has raised criticism with chocolate fans on Twitter who denounced it as the latest example of ‘shrinkflation’. Whilst the Cadbury chocolate bars will shrink in size, the company confirmed that the list price of the multipacks will stay the same.
The government has been trying to encourage the public to adopt healthier food-buying habits in an attempt to tackle rising obesity levels in the UK.
Last week, it was reported that the government is planning to introduce a ban on supermarket promotions of unhealthy food. This is expected to include restrictions on confectionery being promoted at the end of aisles and store entrances.
NAM Implications:
- Think super-savvy consumers demanding demonstrable value for money…
- …and the social media tools to implement their ‘tell-a-friend’ reactions.
