With over one-third of consumers actively cutting down their sugar consumption, Mondelez has launched new Cadbury Dairy Milk 30% Less Sugar.
Available as an 85g tablet (RSP £1.49, outers of 18) and a 35g single bar (RSP 65p, outers of 24), Cadbury Dairy Milk 30% Less Sugar contains no artificial sweeteners.
The launch follows three years of development by the brand’s science and innovation teams. Cadbury said its boffins in Bournville replaced the white stuff with fibre “in a way that reduces the sugar while staying true to the iconic texture and taste profile of Cadbury Dairy Milk”.
The launch will be supported by a £2m spend on out-of-home and digital marketing activity, including in-store materials such as shelf-ready packaging and POS units.
Katrina Davison, Brand Manager for Cadbury Dairy Milk at Mondelez, said: “The new bars are a new addition, not an alternative to the wider range and so should be ranged among the rest of the Cadbury Dairy Milk portfolio.
“Retailers should stock up now to ensure they’re making the most of this exciting new lower-sugar addition!”