A new version of the Cadbury Dairy Milk bar containing 30pc less sugar is to go on sale from next year as part of industry efforts to respond to the obesity crisis.
Cadbury owner Mondelez International described the new bar as the «most significant innovation in the brand’s history» as it unveiled similar sugar reduction plans for other lines such as Oreo and Maynards Bassetts Wine Gums and Jelly Babies products.
The new Dairy Milk bar will sit alongside the original on shelves and offer consumers greater choice and help to manage their sugar intake, the company said.
Glenn Caton, Mondelez International president for Northern Europe, said the science behind the reformulation was a «trade secret» but said some of the sugar had been replaced with fibre to maintain the original bar’s structure and texture.
He described the taste of the new bar as «incredibly similar» to the original, saying: «It tastes very, very close to the original but a little less sweet. It’s been tested extensively on consumers and they love it.»
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