Mondelēz International is fulfilling its pledge to bring all its Cadbury chocolate and wider biscuit products typically bought by parents for children to under 100 calories, by the end of this year. This builds on Mondelez’s strong track record of offering more portion control options to help consumers manage their calorie intake, with the move seeing billions of calories removed from the UK market.
Much-loved Cadbury bars Fudge, Curly Wurly and Chomp as well as Barny sponge bears, chocolate and strawberry, will be brought under 100 calories over the next few months followed by the Barny Milk variant in October. This follows in the footsteps of some of the other brands in the portfolio, including Cadbury Mini Fingers and Cadbury Animals, which were brought under 100 calories in 2019.
Additionally, 2019’s biggest new sweet snacking product launch[i] – Cadbury Dairy Milk Freddo Treasures – has just launched an exciting new Space series for the brand, with only 76 calories per pack[ii].
This underscores Mondelēz International’s commitment to help tackle childhood obesity, with a focus on portion control being recognised as one of the most effective ways of helping people balance their calorie intake[iii].
New pack designs will roll out across the portfolio, including singles and multipacks, to include a striking flash highlighting the under 100 calories messaging to help make the portion size clear to consumers.
Louise Stigant, UK Managing Director at Mondelēz International, commented: “We believe this is the right approach in terms of helping parents control the calories, when wanting to treat their children.
“We feel strongly about playing our part in tackling childhood obesity and are focusing on the areas where we can make the greatest impact, this being one of them.
“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 feel we have a responsibility 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 one under 100 calories that children will enjoy.”
[i] Nielsen Insight Studio, Data to WE 21.12.19
[ii] Cadbury Dairy Milk Treasures (milk chocolate) contains 76 calories and the white variant has 77 calories
[iii] McKinsey Global Institute (2014) Overcoming Obesity: An initial economic analysis