Mondelez cuts sugar content in flagship brand Cadbury Dairy Milk by 30%


India’s biggest chocolate brand Cadbury Dairy Milk has stripped down sugar content by 30%, making it the first brand in the Rs 10,000-crore domestic chocolate market to make such a move.

India and UK are the first two markets of Mondelez to do so. “We are empowering consumers to snack right; this is the first time ever we are doing something like this,” Mondelez India president Deepak Iyer said.

The 70-year-old Cadbury Dairy Milk, the company’s oldest and biggest brand in the country by value and volume, contributes 50% to Mondelez’s India business. Company officials said the existing Cadbury Dairy Milk will continue. Mondelez remains category leader in chocolates with 65% share.

The move is in line with Mondelez’s global commitment to reduce sugar and national food regulator FSSAI’s ‘eat right’ initiative for packaged foods companies.

“We believe this could be category defining. The challenge was to get the taste right,” company director marketing (chocolates) Anil Viswanathan said. He said the product, with no artificial sweeteners, has been reformulated with ingredients such as fiber.

India was one of the fastest growing markets for Mondelez International in 2018, clocking double-digit organic net revenue growth on the back of new launches and increased distribution. For the $26 billion global chocolate confectionery maker, India contributes under $1 billion by revenue.