Snack food company, Mondelēz International has announced it will be launching eight non-HFSS alternatives to some of its most popular products.
The move comes as the company looks to offer consumers more choice when it comes to snacking mindfully and managing their overall diet.
Brands including belVita, Cadbury Drinking Chocolate, Maynards Bassetts and The Natural Confectionary Company will see some products reformulated as the government is set to introduce upcoming restrictions on multibuy deals and promoting HFSS foods in a bid to tackle obesity in the UK.
First to be updated, Mondelēz is adding to belVita’s existing non-HFSS Soft Bakes Strawberry Filled with a new apricot flavour available across the UK and Ireland from mid-August.
The breakfast biscuit brand will also see a new Fruit Crunch range which will see its apple and pear flavour with 30% less sugar and 70% less saturated fat, alongside raisin and current which will also see a 70% decrease in sat fat compared to other sweet adult biscuits available.
Some of these new non-HFSS products will be available alongside the original products including Maynard Bassetts Wine Gums Juices, Maynards Bassetts Sports Mix Juices and The Natural Confectionary Co. Juicy Snakes.
Each contains 30% less sugar with fruit juice, natural colours and flavours, also set to be available from mid-August.
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Next year, Mondelēz looks to introduce non-HFSS versions of its Cadbury Drinking Chocolate and Cadbury Instant Hot Chocolate packs, along with further Belvita products in January of 2023.
“I’m proud of the non-HFSS ranges that we are developing in categories such as biscuits, confectionary and drinking chocolate,” Mondelēz International UK managing director, Louise Stigant said.
“This is a result of a significant amount of work and investments that we have made to find opportunities to innovate and reformulate products so that we can give consumers more choice.
“As custodians of some of the UK’s most beloved and iconic brands, we need to carefully balance the journey towards more non-HFSS products, alongside the need to meet the expectations of our consumers, we want to ensure we don’t compromise on taste or quality.
“This remains a complex challenge for the industry and one which requires ongoing partnership with Government.”
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