Cadbury’s, one of the UK’s largest confectionary makers, is cutting the number of calories in its chocolate bars to under 100 calories.
It plans to do this to help tackle the UK’s obesity crisis.
The move will see Cadbury’s reduce the size of its individual snacks.
The firm has admitted that while the cost of some products will fall, some may stay the same, which will increase the cost by weight of the chocolate bars.
Household favourites like Curly Wurly, Fudge and Chomp will all reduce in size by the latter half of 2020.
Cadbury Mini Fingers and Mini Animals will be reduced as early as next month.
By making them smaller, Cadbury’s are able to reduce the calories without altering the ingredients.
Louise Stigant, UK Managing Director at Cadbury’s parent firm Mondelēz International, told The Telegraph they wanted to “play their part in tackling childhood obesity.”
The move comes after obesity overtook smoking as a risk factor for four common cancers.
The changes by Cadbury’s will align the firm with Public Health England’s current advice.
Public Health England say that all snacks aimed at children should be under 100 calories and children should not be eating more than two per day.
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Currently, children and teenagers are consuming three times the recommended amount of sugar per day, according to PHE.
It’s estimated the NHS could save £15 billion and 80,000 lives in a generation if the public were weaned off their penchant for sweet treats.
Last month, Cadbury’s launched Cadbury Dairy Milk with 30% less sugar. It did this by replacing it with fibre made from plants.
The development was hailed as the “most significant innovation in the brand’s history.”