Cadbury launches 'diet' Dairy Milk with 30% less sugar

Cadbury has released a diet version of its Dairy Milk chocolate bar.

In a world where many of us are looking to cut down on our sugar intake, the confectionary giant has answered this demand by creating a version of its classic treat with 30% less sugar.

Traditionalists might turn their nose up at the reduced-sugar version, but Cadbury insists the bar tastes just as good as the world-famous real deal.

This is the first time in 114 years the company has changed the recipe of its Dairy Milk chocolate, according to a representative.

Created over a three-year period by a team of more than 20 scientists, nutritionists and chocolatiers, the bar contains no artificial sweeteners (unlike many other diet alternatives).

READ MORE: Cadbury brings Fudge back to selection boxes after backlash

In a statement, Katrina Davison, brand manager for Cadbury, 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.”

The new Dairy Milk bar is the latest in a series of reduced-sugar chocolate bar launches.

Earlier this month, Nestlé announced it was rolling out a version of its iconic Kit Kat bar with no added sugar. The bar will be created using a patented method which turns the pulp from the cocoa beans into a powder which naturally contains sugar, the food company explained in an interview with Bloomberg.

READ MORE: Exactly how much sugar is in a Creme Egg?

Last year, Nestlé also launched Milkbar Wowsomes, a version of its much-loved Milkbar which contains 30% less sugar compared to the original.

It is yet to be seen whether the new offerings will match up to the originals, in the eyes of chocolate fans.

It follows a trend of sugar-free and reduced-sugar versions of fizzy drinks in the UK in response to the government’s sugar tax, which came into effect last year.