In a major effort on portion control, Mondelēz International has committed to bring all its Cadbury chocolate bars sold as part of a multipack under 200 calories by the end of 2021.
The confectionery giant said the move will see 10 billion calories removed from the UK market every year, assuming sales remain static year on year.
“A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake,” commented Louise Stigant, UK managing director at Mondelēz International.
“As a result of this move and bringing all our products typically bought by parents for children under 100 calories we are removing more than 12 billion calories from the UK market annually, illustrating that targeted action from business can make a huge difference.”
The latest announcement is part of Mondelēz’s commitment to bring all its Cadbury chocolate and wider biscuit products typically bought for children under 100 calories by the end of this year.
Many favourites like Cadbury bars, Fudge, Curly Wurly and Chomp, as well as Barny sponge bears and Cadbury Mini Fingers and Cadbury Animals have been already under 100 calories.
Mondelēz has also announced that the Cadbury packs will feature a re-designed Betreatwise logo, which will be more prominent on pack and act as a visual prompt to remind people to treat in moderation.
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