A new ‘healthier’ Dairy Milk bar with 30 per cent less sugar will hit the stores next year, Cadbury’s has announced.
It took a team of 20 scientists, nutritionists and chocolatiers almost two years to create.
And Cadbury’s has assured the bar will still have the ‘much-loved taste’.
However it will contain less sugar with no artificial sweeteners, colours or preservatives and no increase in calories.
The new bar, which will sit alongside the standard bar on shelves, will go on sale from 2019.
The brand hopes to show that it is playing its role in tackling obesity, including childhood obesity, in the UK.
If successful Mondelēz International – the company which owns Cadbury’s – will also look to apply to give other Dairy Milk products the same treatment.
Over the next two years a new Cadbury Boost+ Protein, which will contain 12g of protein per bar and 32 per cent less sugar, is being introudced.
As well as 30 per cent less sugar variants of Maynards Bassetts hero products – Wine Gums and Jelly Babies – and a 40 per cent less sugar line extension on BelVita.
“Our brands have been around for hundreds of years," said Glenn Caton from Mondelēz International.
"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."
He added: “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 per cent 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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