Cadbury is reducing the size of several chocolate bars sold in multipacks, including Wispa Gold, Double Decker, Boost, and Bournville Classic, to bring them under 200 calories each. The move, part of the company's voluntary commitment to tackle obesity, will not affect individually sold bars. Despite the smaller sizes, the list price for multipacks will remain the same, a practice known as 'shrinkflation'.
The confectionery giant, owned by Mondelēz International, says multipacks account for the largest share of its chocolate sales. By shrinking these bars, Cadbury aims to eliminate 10 billion calories from the UK market. The company has already reduced the size of children's treats like Fudge, Curly Wurly, and Chomp to under 100 calories.
Louise Stigant, UK managing director at Mondelēz International, stated: 'We recognise we must play our part in tackling obesity and are committed to doing so without compromising on consumer choice. A focus on portion control is recognised as one of the most effective ways of helping people balance their calorie intake.'
The move aligns with broader government efforts to combat obesity, including potential bans on placing sweets at supermarket checkouts. Cadbury has been progressively reducing portion sizes since introducing a 250-calorie cap on single-serve bars in 2014 and launching a 30% less sugar Dairy Milk bar last year.
