Confectionery giant Mondelez International is setting a 100-calorie cap on its chocolate and biscuit products in the UK and Ireland that are typically bought for children.
The products targeted include Cadbury Fudge, Cadbury Curly Wurly, Cadbury Chomp, Barny and Cadbury Mini Fingers.
A spokesperson for the company said calories will be reduced through portion size reduction rather than recipe reconfiguration.
“We have taken the decision to slightly decrease the size of the products to achieve the calorie threshold. We are not prepared to change the recipes as we know that taste is the most important thing to consumers,” she told just-food.
Mondelez said all the products included in the initiative will be taken below the 100 calorie threshold by the end of 2020 but Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from “as early as next month”.
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The company is additionally aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.
Louise Stigant, managing director of Mondelez’s UK arm, said: “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.”
Mondelez 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.
Its latest move follows closely on the back of the launch of Cadbury Dairy Milk with 30% less sugar in the UK and India.
Mondelez also recently launched Maynards Bassetts Wine Gums with 30% less sugar in the UK.