Cadbury UK has announced it is doubling down on its policy to offer more portion control options for consumers by voluntarily committing to bring all its chocolate bars sold as part of a multipack under 200 calories by the end of 2021.
Owners of the brand, Mondelēz International, claimed the move will see 10 billion calories removed from the UK market every year, with the caveat that it is assuming sales remain static year on year.
The move is part of Mondelēz’ ongoing commitment to help tackle obesity and builds upon the company’s pledge to bring all its Cadbury chocolate and wider biscuit products typically bought by parents for children under 100 calories by the end of 2020.
Point of purchase
As well as providing clear front of pack labelling to help consumers make informed choices at the point of purchase, the company said it strives to empower people with practical tips and tools on how to snack more mindfully and in moderation.
Louise Stigant, UK managing director at Mondelēz International, said: “Our products have been delighting consumers for hundreds of years and we feel a strong sense of duty to preserve what makes them so special. We also 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.”
Mondelēz has invested heavily in innovation to offer consumers more choices. In 2019, the company launched Cadbury Dairy Milk with 30% less sugar, the most significant innovation in the brand’s history. The bar sits alongside the standard bar. The company also launched Maynards Bassetts Wine Gums with 30% less sugar and reduced salt and saturated fat in products such as Ritz DairyLea and Oreos.
“A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake,” said Stigant.