The company said it offers more portion control options by voluntarily committing to carry all Cadbury chocolate bars sold in multipacks under 200 calories by the end of 2021. The list of products including size is reduced includes Wispa Gold, Double Decker, Boost and Bournville Classic. However, there will be no change to the size of the bars sold individually.
A Cadbury spokesperson said, “The list price for these products will not change at this time. Retail prices remain at the retailer’s sole discretion. ”
The practice of reducing the size of products but maintaining prices effectively increases their cost per ounce and is known as “shrinking”.
The confectionery group has already promised to reduce the portion of treats generally bought for children to less than 100 calories by the end of this year with the Fudge, Curly Wurly and Chomp bars among those that have already made the change.
Louise Stigant, UK Managing Director of Mondelēz International, said: “We recognize that we must play our part in the fight against obesity and we are committed to doing so without compromising consumer choice. The focus on portion control is recognized as one of the most effective ways to help people balance their calorie intake. ”
Measures to encourage the public to adopt better food buying habits are among the policies envisaged, in what has been called the “war against obesity”, developed by Downing Street.
Last week, it was suggested that supermarkets in England could be prevented from placing chocolate and candy as impulse purchases at the end of aisles.
Cadbury has been cutting portions for several years, having introduced a 250-calorie cap on all individual serving chocolate bars in 2014 and a 98-calorie Cadbury Dairy Milk bar. Last year the company launched dairy milk bars with 30% less sugar.