Mondelēz International to Bring 100% of its Chocolate and Biscuit Products For Children Under 100 Calories in the UK and Ireland
Mondelēz International is continuing its strong track record of offering more portion control options for consumers by pledging to bring all its Cadbury chocolate and wider biscuit products typically bought by parents for children under 100 calories in the UK and Ireland. This will see billions of calories removed from the market.*
The move would see the much loved Cadbury bars, Fudge, Curly Wurly and Chomp as well as Barny sponge bears brought under 100 calories by the end of 2020, while Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from as early as September 2019. The company is aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.
The announcement underscores Mondelēz International’s commitment to playing its part in tackling childhood obesity. A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake 1.
Louise Stigant, UK Managing Director at Mondelēz International, comments: “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. 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.”
The company has proactively provided portion control options for many years, having voluntarily introduced a 250 calorie cap on all single-serve chocolate bars in 2014 and launched a 98 calorie Cadbury Dairy Milk bar. The company has also recently launched Cadbury Dairy Milk Mini Bars, a pouch with individually wrapped portions of chocolate under 100 calories.
The move follows closely on the back of the launch of Cadbury Dairy Milk with 30% less sugar, the most significant innovation in the brand’s history. Now available across the UK, the bar sits alongside the standard bar. The company also recently launched Maynards Bassetts Wine Gums with 30% less sugar.
Mondelēz International is also supporting Betreatwise, which was re-launched 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. This supports the company’s global approach to empowering people with practical tips and tools on how to snack more mindfully and in moderation.
The company is extending a newly re-designed Betreatwise logo across its packaging and it currently appears across Cadbury Dairy Milk Freddo Treasures advertising campaign including its TV advertisement and will be rolled out across all Cadbury’s advertising in the future. The logo has been redesigned to be more prominent on pack and act as a visual prompt to remind people to treat in moderation. The logo is also intended to drive people to www.betreatwise.net where they can find practical tips and advice on how treats can be enjoyed as part of a balanced lifestyle and diet.
1 McKinsey Global Institute (2014) Overcoming Obesity: An initial economic analysis
*By portion the move will see billions of calories removed from the market assuming sales remain static year on year.
