Mondelēz International: Cadbury Dairy Milk Fruitier and Nuttier

30 August 2023

In March 2023, as part of Mondelēz International’s commitment to evolve its product portfolio and offer consumers a greater choice of balanced snacking options without comprising on taste or texture, Cadbury launched its first ever non-HFSS range – Cadbury Dairy Milk Fruitier & Nuttier.


Developed by food scientists and nutritionists at Mondelēz International’s Research and Development team at its Global Centre for Excellence in Bournville, this trail mix is lower in sugar and saturated fat, and higher in fibre and protein than an individual serving of Cadbury Dairy Milk Fruit & Nut Chocolate.

Available in individual share bags and multipacks, core ingredients include sultanas, cranberries, roasted almonds, hazelnuts, much-loved Cadbury Dairy Milk chocolate buttons, and dustings of cocoa powder.

Introduced against the backdrop of new HFSS placement restrictions, Cadbury initially launched the range in an exclusive partnership with Tesco before rolling out products to retailers nationwide. This launch was supported by a multi-channel campaign including digital, out-of-home, PR and in-store activity, keeping the product at the heart of the creative with a light hearted tone of voice.

To date, over 750,000 packs have been sold, with plans for expanding the range in development.