Cadbury AXES chocolate range from shelves after just 2 years in ‘disappointing’ blow to shoppers
CADBURY has discontinued a first-of-its-kind range after just two years on the market.
The “difficult decision” was confirmed by the chocolatier company this week.
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Cadbury confirmed it has officially discontinued the Dairy Milk Fruitier and Nuttier Trail Mix,Credit: Sainsburys
Cadbury has officially withdrawn its Fruitier & Nuttier range from shelves after two years.
The HFSS-compliant collection first launched in 2023 before expanding further the following year.
A spokesman for Cadbury owner Mondelez International confirmed the move to The Grocer.
Dairy Milk Fruitier & Nuttier
“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 rep said.
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“We worked incredibly hard to ensure these better-for-you products retained the indulgence and great taste that consumers expect from Cadbury.”
The spokesman described the initial response from consumers as positive, but explained that sale and availability have significantly dropped since.
“As a result, we have taken the difficult decision to withdraw the range from the market, news we know will disappoint some consumers,” the statement concluded.
According to reports from The Grocer, the range accounted for just 0.05% of Cadbury’s overall £2.4 billion value sales over the 2024 period.
Since then, the range has been noticeably scarce on supermarket shelves, becoming particularly difficult to find during the summer.
Better-for-you buys
Despite withdrawing Fruitier & Nuttier, Cadbury says it remains “fully committed to delivering in the wellbeing space by bringing forward an increased range of better-for-you products”.
According to the Mondelez spokesman, these products will come “alongside investment in reformulation, portion control, and education”.
“This includes promoting and investing in Cadbury Delights, our delicious range of chocolate containing fewer than 100 calories per bar,” the rep said.
The Fruitier & Nuttier discontinuation isn’t the first time Cadbury has failed to sustain its better-for-you innovation.
In 2019, the brand launched a 30% less sugar version of Dairy Milk, after two years of development.
The new product contained fibre in place of some of the sugar of the original.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
Mondelez initially heralded it as “the most significant innovation in the brand’s history”.
However, it went on to withdraw the bar after just four years on the market, explaining demand for the product had fallen.
The Sun has reached out to Cadbury for further comment.
More on chocolate
Meanwhile, Lindt has recently launched two new flavours of its viral chocolate bar.
And a new Terry’s Chocolate Orange flavour has been launched ahead of Christmas.
A discontinued 90s Cadbury chocolate bar has been spotted back on shelves for just 87p after decades.
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And Celebrations have made a huge change to tubs ahead of Christmas.
Plus, B&M shoppers have spotted two new flavours of festive chocolate favourites, and they’re scanning at tills for just £1.
