Mondelēz to offer non-HFSS versions of popular UK confectionery brands

By Anthony Myers

- Last updated on GMT

Pic:  Mondelēz International
Pic: Mondelēz International

Related tags Mondelez International HFSS

Mondelēz International has launched eight non-HFSS (high in fat, salt or sugar­) products across its biscuits, confectionery, and drinking chocolate lines in the UK.

As part of its purpose to ‘offer the right snack, for the right moment’, the UK business is launching eight non-HFSS products to offer consumers more choice when it comes to snacking mindfully and managing their overall diet.

Committed to Mindful Snacking, Mondelēz said it has long invested in offering wellbeing choices for consumers, from launching portion-control pack formats to adding Snack Mindfully icon to all packs and supporting consumers with information.

Mondelēz said teams of makers and bakers have developed non-HFSS products for its iconic candy brands in the form of Maynards Bassetts Wine Gums Juicies, Maynards Bassetts Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes, each of which includes 30% less sugar.

These new launches contain fruit juice, natural colours and flavours which do not compromise on taste.

The Natural Confectionery Co. Juicy Snakes will be available in UK & Ireland retailers from this month, along with Maynards Bassetts Wine Gums Juicies and Maynards Bassetts Sports Mix Juicies. The company releases these new non-HFSS products alongside the original products that have been established in the UK for over a century.

Louise Stigant, UK Managing Director at Mondelēz International, said: “I’m proud of the non-HFSS ranges that we are developing in categories such as biscuits, confectionary and drinking chocolate. This is a result of a significant amount of work and investments that we have made to find opportunities to innovate and reformulate products so that we can give consumers more choice.

As custodians of some of the UK’s most beloved and iconic brands, we need to carefully balance the journey towards more non-HFSS products, alongside the need to meet the expectations of our consumers, we want to ensure we don’t compromise on taste or quality. This remains a complex challenge for the industry and one which requires ongoing partnership with government.”

Drinking chocolate

Mondelēz also said that in 2023 it will further continue its journey to provide consumers with greater choice, including through offering products with improved nutritional profiles, by reformulating its Cadbury Drinking Chocolate and Cadbury Instant Hot Chocolate packs to make them non-HFSS.

This move complements the existing non-HFSS products it already offers in the category, including Bournville Cocoa, Cadbury Highlights Milk Choc, Highlights Bournville, Green & Blacks Cocoa and Green & Blacks Hot Chocolate.


The launch also includes new line extension of belVita Soft Bakes Apricot Filled and a new sub-range belVita Fruit Crunch Range with Apple & Pear 30% less sugar and 70% less saturated fat and Raisin & Currant 70% less saturated fat.

Much of the R&D work has been carried out at the company’s Bournville and Reading facilities, which are home to two of 15 global research hubs Mondelēz International runs worldwide.

In a statement it said the business is reformulating products where possible to give consumers a broad portfolio of choice for different needs and occasions.

However, reformulating chocolate is very difficult given the role that sugar plays in the product, contributing to the texture, bulk and structure as well as the taste. Chocolate formulation is also prescribed by statute which prohibits the use of starch, artificial sweeteners, polyols and other sugar replacers​,” Mondelēz explained.

Related topics R&D Snacks

Related news

Follow us


View more