Available in an 85g tablet (£1.49) and 35g (65p) single bar, Cadbury Dairy Milk 30% Less Sugar contains no artificial sweeteners. The prices match Cadbury Dairy Milk’s core range.

The launch will be supported by a £2m outdoor and digital marketing campaign, including in-store materials, such as SRPs and PoS units, to help retailers capture the attention of shoppers at launch.

Katrina Davison, brand manager for Cadbury Dairy Milk at Mondelez, 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.

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“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.”