The nation’s number one chocolate brand[i] is introducing a reduced sugar variant to its much-loved range from July: Cadbury Dairy Milk 30% Less Sugar. Over a third[ii] of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for shoppers[iii]. This latest innovation from Cadbury Dairy Milk will allow retailers to tap into this clear demand with a category-leading brand.

Available in an 85g tablet and 35g single bar, Cadbury Dairy Milk 30% Less Sugar contains no artificial sweeteners. The launch follows three years of development by our science and innovation teams in Reading and Bournville, the home of Cadbury. Harnessing our leading edge understanding of flavour technologies and material science, our experts have replaced the sugar with fibre in a way that reduces the sugar while staying true to the iconic texture and taste profile of Cadbury Dairy Milk.

The launch will be supported by a £2M spend on out-of-home and digital marketing activity, including impactful in-store materials such as eye-catching SRPs and POS units to help retailers capture the attention of shoppers at launch at beyond.

Katrina Davison, Brand Manager for Cadbury Dairy Milk at Mondel?z International said: “Our teams have worked for years and conducted extensive testing on the new recipe so we’re confident shoppers looking to reduce their sugar intake will love new Cadbury Dairy Milk 30% Less Sugar.

“The new bars are a new addition, not an alternative to the wider range and so should be ranged among the rest of the Cadbury Dairy Milk portfolio. Retailers should stock up now to ensure they’re making the most of this exciting new lower-sugar addition!”, concluded Davison.

[i] Total Chocolate, UK Total Coverage MAT to 07.10.18

[ii] ShopperVista, Apr’18 . Base: 1,041 main supermarket/hypermarket shoppers

[iii] ShopperVista, Apr’18 . Base: 1,041 main supermarket/hypermarket shoppers

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