Cadbury To Start Making A Reduced Sugar Version Of Dairy Milk
Not sure how to feel about this one, in all honesty.
Cadbury has announced that it's going to start producing a low-sugar version of the iconic Dairy Milk chocolate bar.
But who's reaching for a Dairy Milk if they want to reduce their sugar intake, really? It's a treat. It's meant to be naughty. That's the point.
The new bar is in response to the nation's obesity crisis.
There will also be reduced sugar versions of Jelly Babies and Wine Gums, as well as Oreos.
The new Dairy Milk bar will 30 percent less sugar and Cadbury owner Mondelez International has described it as the 'most significant innovation in the brand's history'.
That will mean 39g of sugar for every 100g of chocolate - the current Dairy Milk has 56g of sugar per 100g.
A survey by Vouchercodes.com earlier this year suggested that on average each person in the UK ate 22 Dairy Milk bars a year.
It's the second time this week that a well-loved brand has dropped sugar from their recipes, with Kellogg's cutting 40 percent of sugar from their Coco Pops cereal.
Earlier this year, when the sugar tax came into play, brands like Irn Bru and Britvic changed their recipes to reduce the sugar in their drinks.
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Mondelez International president for Northern Europe Glenn Caton said the science behind the reformulation was a 'trade secret' but the taste of the new bar is 'incredibly similar' to the original.
Hmm. Try telling that to an army of sugar fiends, glenn.
He said: "It tastes very, very close to the original but a little less sweet. It's been tested extensively on consumers and they love it.
"Taking sugar out of our products isn't easy and will take time.
"Ultimately they are treats and people expect them to taste great, but we're working hard to find innovative solutions that provide more choice without compromising on their world-renowned taste and quality."
The government is trying loads of different things to crack down on childhood obesity, including getting tougher on supermarkets.
They hope that shops will stop displaying unhealthy snacks at tills, where people are more likely to grab stuff on impulse.
They've also banned sales of energy drinks to children, and have proposed that adverts for unhealthy foods have to stick to the 9pm watershed.
The reduced sugar Dairy Milk will go on sale next year.
Featured Image Credit: Cadbury
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