Cadbury commits to 100 calorie cap for kids’ confectionery

All under 100 calories products

Mondelez has pledged to bring the energy content of all its Cadbury chocolate and wider biscuit products typically bought by parents for children to under 100 calories.

The move will see Cadbury bars, Fudge, Curly Wurly and Chomp as well as Barny sponge bears brought under 100 calories by the end of 2020, while Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from as early as September. The company aims to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.

The move follows the launches of Cadbury Dairy Milk with 30% less sugar and Maynards Bassetts Wine Gums with 30% less sugar.

Mondelez is also supporting Betreatwise, which was re-launched last year as an industry initiative with other leading confectionery companies to remind people that confectionery is a treat to be enjoyed as part of a balanced diet and active lifestyle.

The company is extending a newly re-designed Betreatwise logo across its packaging. The logo currently appears across the Cadbury Dairy Milk Freddo Treasures advertising campaign and will roll out across all Cadbury’s advertising in the future.

Louise Stigant, UK Managing Director at Mondelez International, commented: “We want to play our part in tackling childhood obesity and are focusing on the areas where we can make the greatest impact. Our brands have been around for hundreds of years and play a special role in people’s lives as treats to be enjoyed in moderation. We want to support parents when they choose to give their children a treat and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy.”