“Treat in moderation”: Mondelēz reduces portions of iconic Cadbury chocolate products

17 Jul 2020 --- Mondelēz International continues its portion control strategy for consumers by voluntarily committing to bringing all its Cadbury chocolate bars sold as part of a multipack under 200 calories by the end of 2021. The move will see 10 billion calories removed from the UK market every year with iconic bars like Fudge, Curly Wurly and Chomp, as well as Barny sponge bears and Cadbury Mini Fingers and Cadbury Animals, included.

It is part of Mondelēz International’s ongoing commitment to help tackle obesity. The move also 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.

“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 recognize 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,” says Louise Stigant, UK Managing Director at Mondelēz.

The move is part of Mondelēz's ongoing commitment to help tackle obesity. “A focus on portion control is recognized as one of the most effective ways of helping people balance their calorie intake. As a result of this move, we are removing more than 12 billion calories from the UK market annually, illustrating that targeted action from business can make a huge difference.”

The company has proactively provided portion control options for many years, having voluntarily introduced a 250 calorie cap on all single-serve chocolate bars in 2014 and launched a 98 calorie Cadbury Dairy Milk bar.

Mondelēz has invested heavily in innovation to widen choice for consumers.

In 2019, the company launched Cadbury Dairy Milk with 30 percent less sugar, the most significant innovation in the brand’s history. The bar sits alongside the standard bar.

Cadbury Dairy Milk has been a firm favorite, iconic chocolate bar in the UK for decades. When Cadbury’s unveiled the new sugar-reduced version, it stressed the chocolate delivered the same “much-loved” taste with 30 percent less sugar, no artificial sweeteners, colors or preservatives and no increase in calories.

By harnessing their leading-edge understanding of flavor technologies and material science, the Cadbury’s team successfully replaced the physical functionality of the sugar in solid chocolate in a way that not only preserves the structure of chocolate but also stays true to the unique texture and taste profile of Cadbury Dairy Milk.

The company also launched Maynards Bassetts Wine Gums with 30 percent less sugar and reduced salt and saturated fat in products, such as Ritz DairyLea and Oreos.

As well as providing clear front of pack labeling to help consumers make informed choices at the point of purchase, the company strives to empower people with practical tips and tools on how to snack more mindfully and in moderation.

In 2018, Mondelēz re-launched Betreatwise in the UK, which marked its commitment to mindful snacking. By joining forces with other leading confectionery companies in the UK, Mondelēz says its aims to remind people that confectionery is a treat, designed to be enjoyed as part of a balanced diet and active lifestyle.

During lockdown, Betreatwise helped parents by teaming up with an independent dietitian to offer families simple tips on treating in moderation.

A re-designed Betreatwise logo features across Cadbury packaging and is being rolled out across all Cadbury’s advertising. The logo has been redesigned to be more prominent on-pack and act as a visual prompt to remind people to treat in moderation.

By Gaynor Selby

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