Cadbury has announced the discontinuation of its Dairy Milk 30% Less Sugar bar, citing a decline in demand for the product launched four years ago.
The bar was billed as a healthier alternative to the traditional Dairy Milk bar, but despite Cadbury's extensive investment in the product and a nationwide marketing campaign, consumer interest waned, leading to the decision to cease production.
The discontinuation underscores the challenges faced by confectionery brands in balancing traditional offerings and healthier alternatives.
When Mondelez (NASDAQ:MDLZ) (formerly Kraft) introduced the product in 2019, the conglomerate said it 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".
Customers apparently disagreed though, with sales not sufficient enough to continue production.