Cadbury launches first non-HFSS range

The selection features ‘trail mix’ which includes raisins, sultanas, cranberries, roasted almonds, hazelnuts and Cadbury Dairy Milk chocolate buttons, all coated in cocoa powder.

Available in multipack and share bag formats, the mix also comes in a chocolate orange flavour, with each retailing for £2.50.

The HFSS compliant confectionary will also be sold in a bar format, packed with fruits, crispies, cocoa and nuts, topped with a layer of Cadbury Dairy Milk chocolate.

Each product is lower in sugar and saturated fat, while also higher in fibre and protein.

“In my 25 years of developing Cadbury products this is one of the most exciting developments I have had the pleasure to work on, that helps to give our consumers more choice when enjoying a treat, without compromising on taste or texture, and ensuring Cadbury Dairy Milk Chocolate is at the heart of the products,” Mondelēz International global wellbeing chocolate and technology lead, principal scientist, Adam Harris.

“We’ve had an amazing team of product developers and scientists applying their knowledge and experience to ensure we provide our consumers with the best tasting products. I am really proud of the products and excited that we can bring consumers the awesome Fruitier and Nuttier range.”

Mondelēz International marketing lead, Paola Cassinelli added: “We are extremely proud to be unveiling Cadbury Dairy Milk’s first-ever non-HFSS range. There is an ever-growing consumer demand for health-conscious treats that still deliver on taste, and Cadbury Dairy Milk Fruitier and Nuttier’s unique offering will help retailers tap into this and maximise their non-HFSS sales.

“While the share bag looks to appeal to those spending a relaxing evening in with loved ones, the bar and single-serve bags are ideal for shoppers seeking a tasty afternoon treat at home or on-the-go.”

The launch will be supported across digital and out-of-home marketing, with an in-store aviation from March.

Grocery Gazette