Cadbury fans devastated after chocolate maker axes popular bar launched in 2019

04 October 2023 , 23:07

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The iconic Cadbury factory is in Bournville, Birmingham (Image: Getty Images)

Chocolate fans shared their devastation after Cadbury confirmed it has scrapped a popular treat.

The Dairy Milk 30 per cent less sugar bar will soon be longer available at supermarkets because Cadbury believes demand for it has fallen. It was only launched four years ago, though, and fans are dismayed to see it pulled.

One posted online: "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. That's my evening routine ruined!" Another shared: "Everything is ruined." A third chocolate fan posted: "They are lovely."

The Dairy Milk 30 per cent less sugar bar has been ditched (Cadbury)

The lower calorie option first hit shelves back in 2019, launched as a slightly healthier alternative to the iconic Dairy Milk. At the time, the company pledged the 30 per cent less sugar bar was "just as irresistibly smooth and creamy as our original Cadbury Dairy Milk chocolate, but with 30 per cent less sugar and satisfaction in every single mouthful".

But Mondelez - formerly Kraft - which bought Cadbury back in 2010 - said there is no longer demand for the alternative bar, despite it being vegetarian friendly and being made with sustainably sourced cocoa.

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A Mondelez spokesperson told The Sun: "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."

It means the 85g share bar will soon be unavailable in shops. It comes despite Cadbury bosses previously sharing how they reckoned low-calorie chocolate would become as popular as Diet Coke. Diet Coke was unveiled in 1982 after demand for a lighter alternative to Coca Cola soared, following the beverage's release nearly 100 years previously.

Bradley Jolly