Choc-full of milk but less sugar

A new version of the Cadbury Dairy Milk bar containing 30% less sugar is to go on sale from next year as part of industry efforts to respond to the obesity crisis.

Cadbury owner Mondelez International described the new bar as the “most significant innovation in the brand’s history” as it unveiled similar sugar reduction plans for other lines.

The new Dairy Milk bar will sit alongside the original on shelves and offer consumers greater choice and help to manage their sugar intake, the company said.

Glenn Caton, Mondelez International president for Northern Europe, said the science behind the reformulation was a “trade secret” but said some of the sugar had been replaced with fibre to maintain the original bar’s texture.