Cadbury has withdrawn its HFSS-compliant Fruitier & Nuttier range after two years, The Grocer can reveal.
A spokesman for Cadbury owner Mondelez International confirmed the manufacturer discontinued the range after it disappeared from the major mults this summer.
“In 2023, we launched Cadbury Dairy Milk Fruitier & Nuttier Trail Mix, before expanding the range in 2024 to include Cadbury Dairy Milk Fruitier & Nuttier Bars,” the spokesman said.
“We worked incredibly hard to ensure these better-for-you products retained the indulgence and great taste that consumers expect from Cadbury, and whilst the initial response from consumers was positive, sales and availability have significantly dropped.
“As a result, we have taken the difficult decision to withdraw the range from the market, news we know will disappoint some consumers.”
Indeed, value sales of Cadbury Fruitier & Nuttier Trail Mix fell by 51.2% to £1.3m on volumes down 48.9% in the year ending 31 December 2024 [NIQ]. It accounted for just 0.05% of Cadbury’s overall £2.4bn value sales over the period.
Despite withdrawing Fruitier & Nuttier, Cadbury remained “fully committed to delivering in the wellbeing space by bringing forward an increased range of better-for-you products, alongside investment in reformulation, portion control and education,” the Mondelez spokesman stressed.
“This includes promoting and investing in Cadbury Delights, our delicious range of chocolate containing fewer than 100 calories per bar.”
This isn’t the first time Cadbury has failed to sustain its better-for-you innovation. In 2019, Britain’s top-selling grocery brand launched a 30% less sugar version of Dairy Milk, following two years’ development. The innovation contained fibre in place of some of the sugar of the original.
At the time, Mondelez heralded it as “the most significant innovation in the brand’s history”. However, it withdrew the bar after four years, saying demand for the bars had fallen.
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