Cadbury's has released its new Dairy Milk bar with 30% less sugar in the UK – to a mixed reception as consumers get used to the new 35g bar, down from 45g, containing just 13g of sugar, compared to 25g in the classic milk bar.
Brand owner Mondelēz International has insisted the flavor is 'incredibly similar', after using soluble maize fiber for sweetness, in a bid to battle the UK's growing obesity crisis.
Claire Low, associate marketing director, told ConfectioneryNews: “We’ve recognized that there is an increasing trend for people wanting to manage their sugar intake and that’s why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30% less sugar, which stills tastes great. We are committed to responding to relevant consumer trends, and are always striving to offer chocolate lovers greater choice through exciting innovations and portion control offerings.”
But not everyone is happy:
@CadburyUK have reduced the sugar in a new dairy milk choco bar yet somehow have made it taste more sugary & synthetic. On the plus size it's all 10grams smaller I guess that's another way of helping with your 30% less sugar claim. more expensive, less tasty! Should be the slogan— Colin J Lewis (@colinjlewis78) July 24, 2019
The introduction of the new bar marks a three-year achievement, with over 20 scientists, nutritionists and chocolatiers working in R&D centers in Reading and Bournville to achieve 30% less sugar with no artificial sweeteners – and a ‘truly irresistible taste’.
The new addition marks the most significant innovation in the brand’s 124-year history, and is available in UK stores from this month, 85g tablet (rsp: £1.49/$1.86) and a 35g single (rsp: 65p/81c), alongside the classic Cadbury Dairy Milk bar as well as other products including Cadbury Dairy Milk Caramel, Cadbury Dairy Milk Fruit & Nut and Cadbury Dairy Milk Oreo.