The significance of the reduced sugar Dairy Milk bar

Mondelēz launch Dairy Milk with 30% less sugar

Mondelēz launch Dairy Milk with 30% less sugar

CADBURY UK is launching a low calorie Dairy Milk bar with 30 per cent less sugar, with claims that it tastes exactly the same as the original.

While the sugar content will be drastically reduced from Cadbury's traditional dairy milk bars, the new formula will have a similar amount of calories to the traditional product.

A spokesperson from Cadbury's parent company Mondelez International assured customers the taste of the reduced sugar bar was "incredibly similar" to the original, just less sweet, The Independent reported.

However, the confectionery giant is not risking the wrath of Dairy Milk aficionados and intends to sell the new bar alongside those made to the original recipe, even though it insists the diet versions taste as good.

The new bar, which will sit alongside the standard bar on shelves, will go on sale from 2019.

Longer term plans include a reformulation of Cadbury Brunch bars to cut sugar by around 20% and a lower sugar version of Oreo biscuits. It's been tested extensively on consumers and they love it.

Mondelēz said that, if successful with consumers, it will look to apply the same approach to other Cadbury Dairy Milk products.

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The chocolate is one of a number of lower sugar innovations planned for the United Kingdom market over the next two years which includes; Cadbury Boost+ Protein, which will contain 12g of protein per bar and 32% less sugar than the standard Boost bar, "30% less sugar" variants of Maynards Bassetts hero products, Wine Gums and Jelly Babies, and a "40% less sugar" line extension on BelVita.

Earlier this year, when the sugar tax came into play, brands like Irn Bru and Britvic changed their recipes to reduce the sugar in their drinks.

"Taking sugar out of our products isn't easy and will take time".

"Ultimately they are treats and people expect them to taste great, but we're working hard to find innovative solutions that provide more choice without compromising on their world-renowned taste and quality".

Last month the Government unveiled the second phase of proposals to halve childhood obesity by 2030.

Mondelēz worldwide is launching a range of lower sugar options of some of its most popular chocolate bars in the UK.

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