Mondelēz International is set to release several new ‘low-sugar’ confectionery products in the UK over the next two years, including a new Cadbury Dairy Milk bar containing 30% less sugar.
A team of 20 scientists worked for two years to create a formula for the bar which would replicate the taste of the signature Dairy Milk bar without using artificial sweeteners, while drastically reducing the sugar content of the bars.
Mondelēz claims that the new recipe is “the most significant innovation in the brand’s history”, as the bar retains the unique texture and taste profile of conventional Cadbury Dairy Milk bars.
The new bar will be available alongside standard bar on shelves, and Mondelēz International says that if the bar is successful with consumers then it could apply this approach to other Cadbury Dairy Milk products.
The company will also look to offer low sugar variants across its confectionery range over the next two years, including a high-protein extension to its Boost product line called Cadbury Boost+ Protein.
Cadbury Boost+ Protein will contain 12g of protein per bar and 32% less sugar than the standard Boost bar, according to the company.
Mondelēz will also release ‘30% less sugar’ variants of its Maynards Bassetts hero, Wine Gums and Jelly Babies products, and also introduce a ‘40% less sugar’ line extension for its BelVita breakfast biscuit brand.
Glenn Caton, president of Northern Europe, Mondelēz International said: “Our brands have been around for hundreds of years. They are a part of British culture and heritage and play a special role in people’s lives as treats to be enjoyed during a moment of indulgence.
“We are working hard to remind people of this; to help them make informed choices by providing clear nutritional information and labelling, as well providing more choice by expanding our portion control offerings and improving the nutritional profile of our brands.
“We believe this strategy is working, with people for example eating less chocolate today than five years ago.
“Our approach to health will always be led by both the consumer and by scientific evidence, which is why we won’t reduce sugar at the expense of increasing calories.
“But we recognise that people want to manage their sugar intake and that’s why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30% less sugar as part of our commitment to a wider sugar reduction programme.
“Taking sugar out of our products isn’t easy and will take time. Ultimately they are treats and people expect them to taste great, but we’re working hard to find innovative solutions that provide more choice without compromising on their world-renowned taste and quality.”
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