Mondelēz International brings kids’ treats to under 100 calories

Mondelēz International is pledging to bring all its Cadbury chocolate and wider biscuit products, typically bought by parents for children, to under 100 calories. This will see billions of calories removed from the market.

The move would see Fudge, Curly Wurly and Chomp as well as Barny sponge bears brought under 100 calories by the end of 2020, while Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from as early as next month. The company is aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.

The announcement underscores Mondelēz International’s commitment to playing its part in tackling childhood obesity. A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake.

Louise Stigant, UK managing director at Mondelēz International, commented: “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.”

The company has proactively provided portion control options for many years, having voluntarily 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.

The move follows closely on the back of the launch of Cadbury Dairy Milk with 30% less sugar. The company also recently launched Maynards Bassetts Wine Gums with 30% less sugar.