Mondelēz International has pledged to bring those of its chocolate and biscuit products typically bought by parents for children under 100 calories. The move will take place across the UK and Ireland, and reportedly will see “billions of calories removed from the market”.
The company plans to bring Cadbury Mini Fingers and Cadbury Animals under 100 calories as early as next month, with consumer favourites including, Fudge, Curly Wurly and Chomp, as well as Barny sponge bears, brought under 100 calories by the end of 2020.
Mondelēz aims to implement the change to Oreo Mini snack packs and Freddo Face Cakes in 2021.
The announcement feeds into Mondelēz International’s wider commitment to reducing childhood obesity: focus on portion control is recognised as one of the most effective ways of helping consumers balance their calorie intake.
Louise Stigant, UK managing director at Mondelēz International, commented: “We want to support parents when they choose to give their children a treat and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy.”
The move follows the recent launch of Cadbury Dairy Milk with 30% less sugar, as well as Maynards Bassetts Wine Gums with 30% less sugar.
In 2014, the company introduced a 250-calorie cap on all single-serve chocolate bars and launched a 98 calorie Cadbury Dairy Milk bar.
Mondelēz International is also supporting Betreatwise, which was re-launched last year as an industry initiative with other leading confectionery companies to remind people that confectionery is a treat, designed to be enjoyed as part of a balanced diet and active lifestyle.
The logo has been redesigned to be more prominent on pack and act as a visual prompt to remind people to treat in moderation. The newly re-designed Betreatwise logo will be extended across Mondelēz packaging.
© FoodBev Media Ltd 2020