'The Most Significant Innovation' in Cadbury's History

Hailed by Cadbury's owner Mondelēz International as "the most significant innovation" in its history, the American multinational confectionery, food, and beverage company has launched Cadbury Dairy Milk 30% Less Sugar chocolate.

THe bar is said to have been the product of over three years work from 20 scientists, nutritionists and chocolatiers working to cut the sugar content without adding any artifical sweeteners, colours or preservatives. The move also comes amid the company's move to reduce the sugar content of other confectionary lines including Oreo and Maynards Bassetts Wine Gums and Jelly Babies products.

Claire Low, Cadbury associate marketing director, said: "We've recognised that there is an increasing trend for people wanting to manage their sugar intake and that's why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30% less sugar, which still tastes great. We are committed to responding to relevant consumer trends, and are always striving to offer chocolate lovers greater choice through exciting innovations and portion control offerings."