Mondelez Axes Cadbury Products in Order to Meet its ‘Under 250 Calorie’ Pledge

05 Jun 2014 --- Mondelez International, the owner of chocolate producer Cadbury, has announced it will axe its three ‘Bar and a Half’ products, as part of its calorie cap pledge under the Responsibility Deal. The company has revealed it will no longer make or sell single-serve confectionery over 250 calories in the UK from the end of 2015, in a move which follows rivals Mars and Nestlé.

The company is ditching its ‘Bar and a Half’ products, which include Cadbury Dairy Milk Bar and a Half, Cadbury Daily Milk Whole Nut Bar and a Half and Cadbury Dairy Milk Fruit and Nut Bar and a Half. Mondelez said it would also look to reformulate or resize at least two other brands as it did with its Boost brand last year.

The move comes under a pledge by 37 food and drink companies to reduce the nation’s energy intake by five billion calories (kcal) a day.

“As a proud signatory to the UK Responsibility Deal on Public Health, Mondelez International knows that it has a part to play in helping people lead healthier lives,” said a spokeswoman. “One way to do this is to help consumers reduce their calorie intake. As part of this pledge, we have committed that, by the end of 2015, all our single-serve confectionery products will be 250 kcals or less”.

In 2012 Mars committed to cut the calorie content of its single-serve products to a maximum of 250 calories by the end of 2013. A change in pack size saw the number of calories in a Mars bar drop from 260 to 229 and a Snickers bar from 280 to 245.

Meanwhile, Nestlé announced today it was on track with its calorie reduction pledge. Nestle UK & Ireland said it would have no single-serve products over 250 calories by the end of 2014. Currently 89% of its confectionery contains 250 calories or less per serving.

“Various products are being re-engineered this year to ensure they fall below the 250 calorie total limit that we are aiming for,” Nestlé’s senior corporate communications manager, James Maxton, told FoodIngredientsFirst. “At the moment Munchies, Yorkie Bars, Chunky Peanut Butter Kit Kats and one or two other products are over 250 calories per pack but these are all being re-engineered this year to meet our calorie reduction pledge.”