UK: Mondelēz discontinues low-sugar Cadbury Dairy Milk

In a development that seems so contrary to the sugar-reduction mega trend, Mondelēz International will discontinue the production of a low-sugar version of its popular chocolate brand Cadbury Dairy Milk due to a dip in demand.

Mondelēz launched 30 % less sugar than its flagship bars in 2018 as part of efforts to cut sugar in the products sold in the UK and Ireland.

At the time, the US confectionary giant was optimistic that the new bar represented “the most significant innovation in the brand’s history” and supported its “ongoing commitment to play its role in tackling obesity, including childhood obesity, in the UK”.

Mondelēz also believed low-calorie chocolate would develop a similar level of popularity to Diet Coke, declaring that they would retain lighter versions of chocolate on the market.

However, the company has noted a decrease in demand for the product despite efforts made in advertising.

“We not only invested heavily in developing a bar that consumers told us tasted great but also in promoting it through a nationwide marketing campaign,” a Mondelez spokesperson said. “Despite these efforts, demand for this product has dropped and we have sadly decided to delist it.”

Following this disappointing news, the company has expressed interest in investing more to develop new products that align with consumer needs.

“We understand that some consumers will be disappointed by this news, but they can rest assured that we will continue to invest and innovate and bring more well-being choices to our consumers.”

The new Cadbury Dairy Milk Fruiter and Nuttier line

As an alternative to the soon to be delisted chocolate, is the new Cadbury Dairy Milk Fruiter and Nuttier line, launched in March, and designed to comply with the UK’s HFSS regulations, as well as with the consumer in mind, ie the products are lower in sugar and saturated fat, while being higher in fibre and protein for health-conscious snacking.

The Cadbury’s Dairy Milk Fruitier and Nuttier Trail Mix is a mix of raisins, sultanas, cranberries, roasted almonds and hazelnuts, and its classic Cadbury Dairy Milk chocolate buttons, dusted with cocoa powder.

Meanwhile, Cadbury Dairy Milk Fruitier and Nuttier Bars have been devised with a blend of fruits, crispies, cocoa and crunchy nuts topped with a layer of milk chocolate.

Adam Harris, Principal Scientist, Global Wellbeing Chocolate and Technology Lead, Mondelēz International, said at launch: “In my 25 years of developing Cadbury products this is one of the most exciting developments I have had the pleasure to work on, that helps to give our consumers more choice when enjoying a treat, without compromising on taste or texture, and ensuring Cadbury Dairy Milk Chocolate is at the heart of the products.”

“We’ve had an amazing team of product developers and scientists applying their knowledge and experience to ensure we provide our consumers with the best tasting products. I am really proud of the products and excited that we can bring consumers the awesome Fruitier and Nuttier range.”