Cadbury’s iconic Dairy Milk bar has had the biggest recipe change in more than 100 years following the launch of a 30% less sugar version.
In a major revamp of the nation’s best selling treat, the chocolate giant has slashed sugar to bring it in line with the Government’s plans for snacks and treats to have 20% less sugar by 2020.
A team of 20 scientists has spent three years working on the top secret recipe using a plant based fibre to give the chocolate the same texture and taste as the classic Dairy Milk.
But despite the sugar reduction, the new bar won’t help those hoping to lose weight as the revamped bars have 503 calories per 100g compared with the original which has 534 calories per 100g.
While not completely guilt-free, the 35g and 85g bars in trademark Cadbury purple with a splash of teal emblazoned with the slogan “30% less sugar” will sit alongside the Cadbury’s signature Dairy Milk on supermarket shelves from today (Wed).
The smaller bar has a recommended retail price (RRP) of 65p while the bigger slab has an RRP of £1.49.
Katrina Davison, brand manager 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 stills 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.”
Developed at the chocolate maker’s Reading Science Centre in Berkshire, Cadbury said the reduced sugar Dairy Milk was given the thumbs up by a consumer tasting panel.
A spokesperson said: “The research we have done with our 30% less sugar bar has been very successful and consumers have been delighted with the taste. We’re very excited about launching the product.”
Mirror online tested the reduced sugar chocolate before it hit shelves and we found while it smells just like Dairy Milk there is a distinctive, unpleasant bitter backdrop which is nothing like the smooth, creamy and moreish classic.
Odd tasting, the bitterness lingers and the cloying texture leaves the chocolate clinging to teeth - we’re sticking with the original.
