The nation’s favourite chocolate with 30% less sugar

The nation’s number one chocolate brand has introduced a reduced sugar variant to its much-loved range : Cadbury Dairy Milk 30% Less Sugar. Over a third of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for shoppers . 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.

Katrina Davison, Brand Manager for Cadbury Dairy Milk at Mondelēz 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.

About the product

Product name: Cadbury Dairy Milk 30% Less Sugar
Weight: 85g
RRP*: £1.49

Product name: Cadbury Dairy Milk 30% Less Sugar
Weight: 35g
RRP*: 65p

*Prices are recommended only. Retailers are free to set their own prices.

1 Total Chocolate, UK Total Coverage MAT to 07.10.18
2 ShopperVista, Apr’18 . Base: 1,041 main supermarket/hypermarket shoppers
3 ShopperVista, Apr’18 . Base: 1,041 main supermarket/hypermarket shoppers