Mondelēz launches eight non-HFSS products across categories

Mondelēz International has announced the launch of eight non-high in fat, salt or sugar (HFSS) products from brands including belVita, Cadbury Drinking Chocolate, Maynards Bassetts and The Natural Confectionery Company across the UK and Ireland.

For 2022, the business will launch new belVita Soft Bakes Apricot Filled, a line extension to existing non-HFSS product Soft Bakes Strawberry Filled, which will be available from UK and Ireland retailers from mid-August.

It will also introduce a new belVita Fruit Crunch Range, launching Apple & Pear 30% less Sugar and 70% less sat fat, as well and Raisin & Currant 70% less sat fat compared to the average market of sweet adult biscuits.

These new individual bars are also under 100kcal per biscuit and will be available from September. The business plans to launch further non-HFSS belVita products in January 2023.

“I’m proud of the non-HFSS ranges that we are developing in categories such as biscuits, confectionary and drinking chocolate. This is a result of a significant amount of work and investments that we have made to find opportunities to innovate and reformulate products so that we can give consumers more choice,” Louise Stigant, UK managing director at Mondelēz International, commented.

“As custodians of some of the UK’s most beloved and iconic brands, we need to carefully balance the journey towards more non-HFSS products, alongside the need to meet the expectations of our consumers, we want to ensure we don’t compromise on taste or quality. This remains a complex challenge for the industry and one which requires ongoing partnership with Government.”

The business has also developed non-HFSS products for its iconic candy brands in the form of Maynards Bassetts Wine Gums Juicies, Maynards Bassetts Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes, each of which includes 30% less sugar.

These new launches contain fruit juice, natural colours and flavours which do not compromise on taste. The Natural Confectionery Co. Juicy Snakes will be available at UK and Ireland retailers from mid-August, while Maynards Bassetts Wine Gums Juicies and Maynards Bassetts Sports Mix Juicies will be available from UK retailers only from mid-August.

The company added that the new releases will sit alongside the original products consumers have known and loved for over a century.

Mondelēz will be reformulating its Cadbury Drinking Chocolate and Cadbury Instant Hot Chocolate packs to make them non-HFSS next year. This move complements the existing non-HFSS products it already offers in the category, including Bournville Cocoa, Cadbury Highlights Milk Choc, Highlights Bournville, Green & Blacks Cocoa and Green & Blacks Hot Chocolate.

The business said it is reformulating products where possible to give consumers a broad portfolio of choice, but noted that reformulating chocolate is very difficult given the role that sugar plays in the product, contributing to the texture, bulk and structure as well as the taste. Chocolate formulation is also prescribed by statute which prohibits the use of starch, artificial sweeteners, polyols and other sugar replacers.

The snacking leader has strong launch plans in place to drive consumer awareness and trial and is looking to extend the new technology across other products.