Mondelēz International has pledged to bring the calories per serving down to less than 100 across a number of its Cadbury chocolate and biscuit products.
It said that the products targeted were those typically bought by parents for children and claimed that the move would see “billions” of calories removed from the market.
Products including Cadbury Mini Fingers and Cadbury Animals will see the change as early as next month, while Barny Sponge Fingers and a number of Cadbury chocolate bars – Chomp, Curly Wurly and Fudge – will be brought under 100 calories next year. Oreo Mini snack packs and Freddo Face Cakes will see the change during 2021.
“We want to play our part in tackling childhood obesity and are focusing on the areas where we can make the greatest impact. Our brands have been around for hundreds of years and play a special role in people’s lives as treats to be enjoyed in moderation,” said Louise Stigant, UK managing director at Mondelēz International.
“We want to support parents when they choose to give their children a treat, and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy.”
Mondelēz International is also supporting Betreatwise, which was relaunched last year as an industry initiative with other leading confectionery companies to remind people that confectionery is a treat, designed to be enjoyed as part of a balanced diet and active lifestyle. It is extending a newly redesigned Betreatwise logo across its packaging, which will be rolled out across all Cadbury’s advertising in the future.