Cadbury has axed a popular chocolate from UK shelves for good – and fans are gutted. The chocolate maker, which is based in Bournville, in the West Midlands, has ditched its Dairy Milk 30 per cent less sugar bar, it has confirmed - in a big blow to health-conscious snackers.
The decision to axe the item comes just four years after its launch. "I'm devastated they've pulled this option from shelves, it just seems like another decision to cut costs at the expense of quality or diverse choices," commented a fan on social media as the item was pulled.
"That's my evening routine ruined!" A Mondelez spokesperson said: "Cadbury has been making much-loved treats for almost 200 years. This heritage means we have a deep understanding of our consumers and allows us to continuously innovate, developing new products that meet their evolving tastes and preferences.
"In 2019, we launched Cadbury Dairy Milk 30 per cent Less Sugar following significant investment over three years. We not only invested heavily in developing a bar that consumers told us tasted great - but also in promoting it through a nationwide marketing campaign.
"Despite these efforts, demand for this product has dropped and we have sadly taken the decision to delist it." The spokesperson added: "We understand that some consumers will be disappointed by this news, but they can rest assured that we will continue to invest and innovate and bring more well-being choices to our consumers.
"For example, we recently launched Cadbury Delights, a delicious new range of confectionary under 100 calories per bar." The lower-sugar bar took a team of 20 scientists, nutritionists and chocolatiers almost two years to finesse, the company said.
“We’ve tested this with hundreds of consumers and they love it,” said Glenn Caton, president of Northern Europe of Mondelēz International, said at the time.. “It’s very tricky to reformulate chocolate because it’s just cocoa, sugar and milk and if you take one thing out, it changes the structure,” said Caton.
