Mondelez scraps lower-sugar Cadbury Dairy Milk

By: Trademagazin editor Date: 2023. 10. 09. 09:35

The confectionery giant launched the bars in 2019 as part of efforts to cut sugar in the products it sold in the UK and Ireland.

Mondelez International is to end the production of a version of its Cadbury Dairy Milk that contains 30% less sugar than the flagship bar.

The confectionery giant launched the bars in 2019 as part of efforts to cut sugar in the products it sold in the UK and Ireland.

At the time, the US giant said the new bar represented “the most significant innovation in the brand’s history” and supported the company’s “ongoing commitment to play its role in tackling obesity, including childhood obesity, in the UK”.

However, Mondelez has told Just Food that demand for the bar had fallen despite, the company said, its efforts to invest in advertising to support the product.

“We not only invested heavily in developing a bar that consumers told us tasted great but also in promoting it through a nationwide marketing campaign. Despite these efforts, demand for this product has dropped and we have sadly taken the decision to delist it,“ a Mondelez spokesperson said.

Just Food