Mondelēz launches major ‘better for you’ drive with ranges meeting HFSS guidelines

A major ‘better-for-you’ drive has been launched by Mondelēz International in release a total of eight new and reformulated biscuits, confectionery and snacks lines that will not be categorised as high in fat, salt or sugar (HFSS), reports Neill Barston.

According to the company, its latest move builds on an existing mindful enjoyment policy of enhancing its portfolio with series that offer consumers an expanded range of diet-conscious ingredient choices.

As the company revealed, it is set to launch new belVita Soft Bakes Apricot Filled, a line extension to existing non-HFSS product Soft Bakes Strawberry Filled, which will be available from UK & Ireland retailers from mid-August. Furthermore, it will also introduce a new belVita Fruit Crunch Range, launching Apple & Pear 30% less Sugar and 70% less sat fat, as well and Raisin & Currant 70% less sat fat compared to the average market of sweet adult biscuits.

Notably, its latest individual bars are also under 100kcal per biscuit and will be available in UK & Ireland retailers from September. The business plans to launch further non-HFSS belVita products in January 2023. There will also be further lines including Cadbury Drinking Chocolate, Maynards Bassetts and The Natural Confectionery Company.

Louise Stigant, UK Managing Director at Mondelēz International, welcomed the delivery of its new and reformulated product series including confectionery.

She said: “I’m proud of the non-HFSS ranges that we are developing in categories such as biscuits, confectionary and drinking chocolate. This is a result of a significant amount of work and investments that we have made to find opportunities to innovate and reformulate products so that we can give consumers more choice.

“As custodians of some of the UK’s most beloved and iconic brands, we need to carefully balance the journey towards more non-HFSS products, alongside the need to meet the expectations of our consumers, we want to ensure we don’t compromise on taste or quality. This remains a complex challenge for the industry and one which requires ongoing partnership with Government.”

In addition, there will be initiatives from its Maynards Bassetts series, with releases for its Wine Gums Juicies, Maynards Bassetts Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes, each of which includes 30% less sugar.

These new launches contain fruit juice, natural colours and flavours which do not compromise on taste. The Natural Confectionery Co. Juicy Snakes will be available in UK & Ireland retailers from mid-August, while Maynards Bassetts Wine Gums Juicies and Maynards Bassetts Sports Mix Juicies will be available from UK retailers only from mid-August. The company releases these new non-HFSS products alongside the original products consumers have known and loved for over a century.

In 2023, Mondelēz International will further continue its journey to provide consumers with greater choice, including through offering products with improved nutritional profiles, by reformulating it Cadbury Drinking Chocolate and Cadbury Instant Hot Chocolate packs to make them non-HFSS.

This move compliments the existing non-HFSS products it already offers in the category, including Bournville Cocoa, Cadbury Highlights Milk Choc, Highlights Bournville, Green & Blacks Cocoa and Green & Blacks Hot Chocolate.

As the company noted, its latest product breakthroughs have been enabled by a significant R&D footprint Mondelēz International has in the UK across Bournville and Reading, home to two of its 15 global research hubs.

Significantly, the business said that it is reformulating products where possible to give consumers a broad portfolio of choice for different needs and occasions. Despite this, the company acknowledged that revising chocolate in particular is ‘very difficult’ given the role that sugar plays in the product, contributing to the texture, bulk and structure as well as the taste. Chocolate formulation is also prescribed by statute which prohibits the use of starch, artificial sweeteners, polyols and other sugar replacers.

Mondelēz International has made significant investments to give consumers broader range of choice, this is easier for some products than for others depending on their nutritional composition, meaning the business can, and will, only launch products that meet the expectations of its consumers. The snacking leader strong launch plans in place to drive consumer awareness and trial and will explore extending the new technology across other products.

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