Sugar is bad for you. Very bad for you. It fucks up your teeth, has way too many calories, and can fuck up your pancreas if you're not too careful. We're getting to the point where people are realising that maybe, just maybe, we shouldn't be stuffing sugar into everything. So companies have been working on reducing their sugar content, and not just because the law might change and say they have to, with the latest being Cadbury.
So the Birmingham-centric company that isn't really Birmingham-centric anymore has developed a new type of Dairy Milk that has 30 per cent less sugar than the normal bar. It's a big project that took 20 different food scientists two years to develop, and includes none of the usual nasties that launched many a moral panic amongst the nation's parents. No artificial colours or flavours, and definitely none of those horrible artificial sweeteners that stupid people are convinced are somehow worse for you that sugar.
In fact much of the sugar has been replace by fibre, so now there's a chocolate bar that may help ease up any issues you have with your regularity.
Glenn Caton, president of Northern Europe of Cadbury parent company Mondelēz International, said:
“We’ve tested this with hundreds of consumers and they love it. It’s very tricky to reformulate chocolate because it’s just cocoa, sugar and milk and if you take one thing out, it changes the structure.
"We’ve used fibre as an alternative to some of the sugar and found it doesn’t have a negative impact on the taste or structure.”
Caton claims he can't tell the difference between the two, though he would say that and I bet plenty of people will go around claiming their pallet is so sophisticated they can taste the difference. For those people, and others who are resistant to change, Cadbury will be launching the new recipe alongside the original. A bit like how regular and reduced sugar Fruit Pastels sit next to each other on the supermarket shelf - albeit with slightly different packaging.
“Consumers love original Cadbury Dairy Milk. We want to offer this as a choice, not as a replacement to people who want to treat themselves. We think offering 30% less sugar is a more balanced approach than doing something controversial like taking Cadbury Dairy Milk away.”
Clearly they've learned their lesson following the Creme Egg outrage from a few years ago. The new chocolate will be arriving sometime next year. [The Guardian]