The standard Cadbury Milk Bar will remain alongside this new formula, a move that Mondelēz said reiterates its commitment to healthy snacking choices.
Already in the UK
The reduced-sugar bar – which Mondelēz said ‘replaces the physical functionality of sugar with fibre’ – hit UK shelves earlier this year.
In announcing the product last July, Glenn Caton, president of the company’s Northern Europe division, said, “Our approach to health will always be led by both the consumer and by scientific evidence, which is why we won’t reduce sugar at the expense of increasing calories. But we recognise that people want to manage their sugar intake and that’s why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30% less sugar as part of our commitment to a wider sugar reduction programme.
“Taking sugar out of our products isn’t easy and will take time. Ultimately they are treats and people expect them to taste great, but we’re working hard to find innovative solutions that provide more choice without compromising on their world-renowned taste and quality.”
Scientists, nutritionists and chocolatiers in India and the UK worked together for two years to develop the reduced-sugar bar. Why did it take so long? The company wanted to achieve this result – matching the chocolate’s physical functionality, structure, texture and taste – without artificial sweeteners, colors or preservatives.
“It is created to ensure the right texture and taste of the original Cadbury Dairy Milk bar to keep the consumer eat experience the same,” said Anil Viswanathan, director of chocolate marketing for Mondelēz India.
“Throughout this project we have had a strong sense of duty to create a product that retains what makes Cadbury Dairy Milk so special for millions of Indian consumers.”
He added that the brand proposition hinges on ‘Wahi Swaad, Wahi Mithaas,’ which translates from Hindi as ‘the same taste, the same sweetness.’
Deepak Iyer, president of Mondelēz India, called the reduced-sugar bar ‘the most significant innovation in the brand’s history in India.’
“As we continue to define the taste of chocolate, we understand our consumers, and are conscious of our commitments to them. We expect this innovation to strengthen our portfolio as it will complement our other much-loved brands, including core Cadbury Dairy Milk,” he said. He emphasized that the new bar offers fans what they love about the original ‘without compromising’ on taste and quality.
Cadbury Dairy Milk 30% Less Sugar bars will retail across modern and traditional trade, as well as online, for 50 rupee ($0.72, or €0.64) starting in mid-June. In a release, the company said to expect a ‘high impact digital-led campaign.’
Mondelēz India has also been focusing on its gift boxes, promoting Cadbury Celebrations through a short film and supporting digital campaign for Eid, a festival marking the end of Ramadan, which occurred this year on June 3-4.