July 18, 2020
Mondelēz International successfully eliminates 10 billion calories from UK market by bringing 100% of Cadbury bars sold in multipacks under 200 calories range.
With a major decision, Cadbury UK has announced it is doubling down on its policy to offer more portion control options for consumers by willingly committing to bring all its chocolate bars sold as part of a multipack under 200 calories by the end of 2021. This initiative has been taken to reduce problem of obesity in children.
Mondelēz International claims the move will see 10 billion calories removed from the UK market every year, with the precaution that it is assuming sales remain static and constant year on year.
Move to Tackle obesity
The initiative is part of Mondelēz’ current commitment to help tackle the problem of obesity and builds upon the company’s pledge to bring all its Cadbury chocolate and assorted biscuit products generally purchased by parents for children under 100 calories by the end of 2020.
The much loved Cadbury bars, Fudge, Curly Wurly and Chomp, as well as Barny sponge bears and Cadbury Mini Fingers and Cadbury Animals, will now be available under 100 calories range.
Purchased mindfully
Transparency to provide clear front of pack labelling will help consumers make informed choices at the point of purchase. The company said it strives to empower people with practical tips and tools on how to snack more mindfully and in moderation. The clear messages on the front label gets mandatory to help people to be knowledgeable about sweets and snacks.
Louise Stigant, UK managing director at Mondelēz International, said: “Our products have been delighting consumers for hundreds of years and we feel a strong sense of duty to preserve what makes them so special. We also recognize we must play our part in tackling obesity and are committed to doing so without compromising on consumer choice. That is why we have been focusing on the areas we know will make the greatest impact and have been backed up by consumer research and nutritional science”.
Mondelēz has invested heavily in innovation to offer consumers more choices with reference to health. In 2019, the company launched Cadbury Dairy Milk with 30% less sugar, which has been the most significant innovation in the brand’s history. The company also launched Maynards Bassetts Wine Gums with 30% less sugar and reduced salt and saturated fat in products such as Ritz DairyLea and Oreos.
“A focus on portion control is recognized as one of the most effective ways of helping people balance their calorie intake,” said Stigant.