Mondelez is to bring all its Cadbury chocolate bars sold as part of a multipack under 200 calories by the end of 2021.
Assuming sales remain static, the move will see 10 billion calories removed from the UK market every year.
It 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; Cadbury Fudge, Curly Wurly and Chomp, as well as Barny sponge bears and Cadbury Mini Fingers and Cadbury Animals are now all under 100 calories.
Louise Stigant, UK Managing Director at Mondelez, commented: “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 recognise 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.”