Mondelēz International has announced it is reducing the calories of all its Cadbury chocolate and wider biscuit products typically bought by parents for children.
The company is aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.
Louise Stigant, UK managing director at Mondelēz International, said: “We want to play our part in tackling childhood obesity and are focusing on the areas where we can make the greatest impact. Our brands have been around for hundreds of years and play a special role in people’s lives as treats to be enjoyed in moderation. We want to support parents when they choose to give their children a treat and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy.”
The company said it has proactively provided portion control options for many years, having voluntarily introduced a 250 calorie cap on all single-serve chocolate bars in 2014 and launched a 98 calorie Cadbury Dairy Milk bar.
Mondelēz has also recently launched Cadbury Dairy Milk Mini Bars, a pouch with individually wrapped portions of chocolate under 100 calories.
The move follows on the back of the recent launch of Cadbury Dairy Milk with 30% less sugar, the most significant innovation in the brand’s history.
Mondelēz is also supporting Betreatwise, which was re-launched last year as an industry initiative with other leading confectionery companies to remind people that ‘confectionery is a treat, designed to be enjoyed as part of a balanced diet and active lifestyle’.