Mondelēz International has pledged to bring all its Cadbury chocolate and wider biscuit products aimed at children under 100 calories.
The move, aimed at offering portion control options for consumers and combatting childhood obesity, is expected to see billions of calories removed from market.
Under the new pledge, Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from as early as next month.
Consumer favourites including Cadbury bars, Fudge, Curly Wurly and Chomp will be brought under 100 calories by the end of 2020.
The company is aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.
“We want to support parents when they choose to give their children a treat and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy,” said Louise Stigant, UK Managing Director at Mondelēz International.
The move follows closely on the back of the launch of Cadbury Dairy Milk with 30% less sugar, which Mondelēz said is “the most significant innovation in the brand’s history”.
Mondelēz is also supporting Betreatwise, which was re-launched last year as an industry initiative with other major confectionery companies to remind people that confectionery is a treat, designed to be enjoyed as part of a balanced diet and active lifestyle.
The company is extending a newly re-designed Betreatwise logo across its packaging and it currently appears across Cadbury Dairy Milk Freddo Treasures advertising campaign including its TV advertisement and will be rolled out across all Cadbury’s advertising in the future.