Cadbury Dairy Milk series extended with three HFSS healthier options
Cadbury has tapped into a growing demand for healthier profile products within the non high fat, salt, and sugar (HFSS) category with the release of three new lines within its Dairy Milk Fruitier & Nuttier series, reports Neill Barston.
The development emerges in the wake of a consistent string of studies around the world indicating a sustained consumer shift towards food ranges and snacks that fall into the fast rising better-for -you segment.
As the company explained, the bars are packed with fruits, crispies, cocoa and crunchy nuts, featuring a layer of classic milk chocolate, with each bar containing over 70% fruits and nuts, and 127 calories per 30g multipack bar.
The brand, which is under parent company Mondelez, will be available across the UK this month in a multipack 4 x 30g format are two flavours: Classic and Orange Boost, the latter topped with a layer of Cadbury Dairy Milk Orange. As well as this, shoppers will also be able to get hold of the Orange variant in a single 40g bar format from the end of May.
Designed with the health-conscious consumer in mind, the products are low in sugar and saturated fat, whilst being high in fibre, giving shoppers a wider choice of treats. It builds on a previous launch of the Cadbury Dairy Milk Fruitier & Nuttier Trail Mix platform. These have been devised in response to both consumer trends, as well as UK government legislation surrounding HFSS product ranges that was brought into force in 2022.
Abi Eayrs at Mondelēz International, enthused: “We are extremely proud to be unveiling Cadbury Dairy Milk’s Fruitier & Nuttier non-HFSS snack bar range. There is an ever-growing consumer demand for health-conscious treats that still deliver on taste, and this unique offering will help retailers tap into this and maximise their non-HFSS sales.
“The multipacks and single-serve bars are ideal for shoppers seeking a tasty morning treat at home or on-the-go, tapping into both occasions.”
“The launch will be supported across social, digital and OOH, as well as unlocking TFL advertising for the first time on Cadbury which is incredibly exciting! There will also be in-store activation and sampling to drive further trial and visibility”.
In addition, the Cadbury Dairy Milk Fruitier and Nuttier products feature a vibrant pack design, standing out on-shelf as a unique and incremental proposition to retailers and the healthier snacking bars category. The 40g singles are recommended to be ranged in front-of-store locations and as part of food-to-go offerings and meal deals.
