Mondelez International has pulled its Bar and a Half range in the UK in a move aimed to support the government’s Responsibility Deal on Public Health.
As part of the commitment, the firm has pledged to ensure all its single serve confectionery brands are 250kcals or less by the end of 2015.
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The Bar and a Half line comprises Cadbury Dairy Milk Bar and a Half, Cadbury Dairy Milk Bar and a Half Fruit and Nut, and Cadbury Dairy Milk Bar and a Half Whole Nut.
“We believe this will help UK consumers reduce their calorie intake through improved portion control,” it said on its website.
Food manufacturers are increasingly coming under pressure to help tackle rising obesity levels across the nation.
Mars and Nestle in 2012 signed up to a government pledge to cut 5bn calories from the nation’s diet.
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By GlobalData
