Cadbury has launched a reduced sugar version of its flagship brand with Cadbury Dairy Milk 30% Less Sugar.

Available in an 85g tablet and 35g single bar, Cadbury Dairy Milk 30% Less Sugar contains no artificial sweeteners, and is aimed at the growing number of consumers looking to reduce their sugar consumption.

The launch follows three years of development by Cadbury’s science and innovation teams in Reading and Bournville, and will be supported by a £2m spend on out-of-home and digital marketing activity, including impactful in-store materials such as eye-catching SRPs and POS units to help retailers capture the attention of shoppers at launch and beyond.

Katrina Davison, brand manager for Cadbury Dairy Milk at Mondelēz International, said: “Our teams have worked for years and conducted extensive testing on the new recipe so we’re confident shoppers looking to reduce their sugar intake will love new Cadbury Dairy Milk 30% Less Sugar.

“The new bars are a new addition, not an alternative to the wider range and so should be ranged among the rest of the Cadbury Dairy Milk portfolio. Retailers should stock up now to ensure they’re making the most of this exciting new lower-sugar addition.”