Cadbury to launch not-so-sweet treat

Marco Green
July 22, 2018

From next year, the nation's favourite chocolate bar will contain 30% less sugar.

Glenn Caton, president of Mondelez in Northern Europe said: "Taking sugar out of our products isn't easy and will take time".

Cadbury Dairy Milk doesn't change, people love it. The recipe does not rely on artificial sweeteners, colours or preservatives but instead includes more fibre in place of some of the sugar.

The company also has "longer-term" plans to reformulate Cadbury Brunch bars to reduce sugar by around 20% and to explore a lower-sugar option for Oreo.

If the new bar proves to be a hit with consumers the confectioner will likely bring out new versions of other Cadbury Dairy Milk products, such as its chocolate buttons.

One wrote on Twitter: "Not sure about this at all".

The traditional Dairy Milk bar has 56g of sugar per 100g
Image The traditional Dairy Milk bar has 56g of sugar per 100g

Mondelez said a team of 20 scientists, nutritionists and chocolatiers worked for nearly two years at its Reading and Bournville facilities to cut sugar without adding any artificial sweeteners, colours or preservatives.

A spokesperson for Mondelez said the new bars will taste "subtly different" to the full-sugar version, but they would "maintain the same taste profile".

Mr Caton said the company recognised that consumers wanted to manage their sugar intake.

That will mean 39g of sugar for every 100g of chocolate - the current Dairy Milk has 56g of sugar per 100g. It also aims to launch 30% less sugar variants of Maynards Bassetts products Wine Gums and Jelly Babies; and a 40% less sugar line extension on BelVita.

There are plans in the pipeline by Mondelez to launch other products in the United Kingdom and Ireland with lower levels of sugar, including Cadbury Boost+ Protein, which will contain 12 grams of protein per bar and 32% less sugar, and a 40% less sugar line extension to BelVita.

They've also banned sales of energy drinks to children, and have proposed that adverts for unhealthy foods have to stick to the 9pm watershed.

Other reports by Click Lancashire

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