Mondelez International is discontinuing its Cadbury Dairy Milk bar with 30% less sugar, which was initially launched in 2019 as part of the company’s efforts to reduce sugar in its UK and Ireland products. Despite significant investment in advertising, the demand for this product has dropped.
The introduction of lower-sugar versions of chocolates has been a response to the World Health Organization’s recommendation to reduce sugar intake. With the focus on reducing sugar levels, food manufacturers, including the chocolate confectionery sector, have faced pressure to adapt their products. In some markets like the UK, there have been voluntary targets to cut sugar levels in food, while restrictions on the sale of high-sugar snacks have been implemented.
Mondelez mentioned that although the 30% less sugar Cadbury Dairy Milk bar did not perform as expected, the company continues to launch “better-for-you” snacks under the Cadbury Dairy Milk brand. These include products like the Fruitier and Nuttier bars.
Nestlé had a similar experience with its low-sugar chocolate, Milkybar Wowsomes, which was discontinued in 2020 after two underwhelming years in the UK and Ireland markets. Nestlé has since introduced new technology using an enzymatic process to reduce sugar in various food and drink products without compromising taste and texture.
