Sugar, we’re going down swinging

Sweet like chocolate

It was announced today that Mondelez are to release a 30% less sugar version off the iconic Cadbury Dairy Milk in 2019. Hot of the heels of Public Health England’s challenge to the food industry to reduce sugar levels by a fifth by 2020. Mondelez have upped the ante and reduced their sugar by more than the required amount.

A bold commitment to tackling the obesity crisis is to be applauded, however some neysayers would point to the fact that they’ve released a standalone product rather than look to reduce the sugar content across their whole range.

However, isn’t it about giving people a choice? Nobody is out there thinking that chocolate is a health product right? We should be allowed to treat ourselves when we want but also to have the option to have alternatives that are accessible.

It is claimed that by 2030, half of the UK could be obese if current consumption trends continue. In fact, current figures suggest that over a third of children aged between 2-15 are currently overweight. What hope do we have. Well, the light at the end of the tunnel is the increase in awareness and education around health and well-being that is growing through social sharing.

There is one generation in particular that has a growing awareness of social concerns and a real desire to be good and to want their brands to be open and honest with them.

Our brand new Generation Z report focussing on tomorrow’s shopper today is available soon and tackles issues from social concerns, health and what influences where and how they spend their money. To find out more about what this report can offer and how to get your hands on it click here.

Have a good weekend!


Blake Gladman

Hi, I'm Blake, Strategy & Insight Director at KAM. I look after all our research products and manage the collection and delivery of insight throughout KAM. I love long runs and good food (the perfect life balance).