India’s biggest chocolate brand Cadbury Dairy Milk has stripped down sugar content by 30%, making it the first brand in the Rs 10,000-crore domestic chocolate market to make such a move. India and the UK are the first two markets of Mondelez to do so.
The 70-year-old Cadbury Dairy Milk, the company’s oldest and biggest brand in the country by value and volume, contributes 50% to Mondelez’s India business. Company officials said the existing Cadbury Dairy Milk will continue.
Mondelez remains a category leader in chocolates with a 65% share. The move is in line with Mondelez’s global commitment to reduce sugar and national food regulator FSSAI’s ‘eat right’ initiative for packaged foods companies. India was one of the fastest growing markets for Mondelez International in 2018, clocking double-digit organic net revenue growth on the back of new launches and increased distribution. For the $26 billion global chocolate confectionery maker, India contributes under $1 billion by revenue.