Cadbury goes to the dark side but grown-ups’ bar is smaller

CADBURY is launching a new darker chocolate bar for ‘grownups’ but has shrunk the size – making it appear healthier.

The new Darkmilk bar has a much higher cocoa content than the popular Dairy Milk and reflects an increasing demand for ‘pure’ chocolate with a stronger kick.

A standard Dairy Milk bar weighs 110g whereas Darkmilk is smaller at 85g. Cadbury has also shrunk the recommended portion size.

On Dairy Milk it lists a portion as six chunks of chocolate – 27.5g – adding up to 147 calories. The Darkmilk bar lists a portion as just three chunks – 14g – but this still adds up to 79 calories.

The calorie count for Darkmilk is 562 per 100g, which means it is actually more likely to make consumers put on weight than Dairy Milk, which is 534 calories per 100g. Darkmilk is also higher in fat, although lower in sugar.

The launch of Darkmilk comes as sales of chocolate with a cocoa content of 70% and above are rising, despite the fact the powerful, often bitter, flavour can be an acquired taste.

Darkmilk will be available exclusively at Tesco before being introduced nationwide in January with a recommended retail price of €2.49.

Darkmilk is made with 40% cocoa solids – double the minimum of 20% in Dairy Milk and higher than the 36% in Bournville bars.

The popularity of dark chocolate bars has been helped by studies showing they are high in flavonoids, which are reported to play a part in lowering blood pressure, maintaining healthy arteries and even helping brain function in the elderly.

The new product will be sold as Cadbury Darkmilk and Cadbury Darkmilk Roasted Almond.

A spokesman for Cadbury’s parent company Mondelez said: ‘Cadbury Darkmilk has been specially created to meet consumer demand – providing a more grown-up taste.’

He said that the introduction of the new bar reflected a change in treat preferences as we age.

‘As we grow older, our taste buds change and we start to look at new and different food options.

‘This is true for many things including items such as olives and coffee, but it is especially true for chocolate with many starting to look for a richer taste with a higher cocoa percentage versus milk chocolate.’

He said people are reluctant to try dark chocolate, but this bar has a ‘creamy texture’.