Cadbury Dairy Milk has been around since 1905 - with more or less the same recipe.
It’s one of the top selling chocolate bars in the world - so to change the recipe now is nothing short of huge for Cadbury’s maker, Mondelez - and a risk. Even they admit it’s the most significant innovation in the brand’s history.
Get it right, it will be a winner, get it wrong, it could leave a bad taste in the mouth commercially.
Taking 30 per cent of the sugar out is no mean feat. Mondelez say they’ve been working on it for two years. And they insist it’s not being replaced by an artificial sweeteners.
Why now? Mondelez say it’s part of its “ongoing commitment to play its role in tackling obesity, including childhood obesity, in the UK.”
But the government has also said it wants food makers to cut sugar content by 20 per cent by 2020.
And there’s the greater public awareness of what we eat.
Mondelez won’t stop making the regular Dairy Milk - but this reduced sugar one gives customers a choice.
Twenty scientists, nutritionists and chocolatiers in the research labs at Bournville and Reading have come up with a way of taking the sugar out without changing the taste.
And if it goes down well other Mondelez products will get the reduced sugar treatment - Boost and Protein, Maynards Bassetts Wine Gums and Jelly Babies and some Belvita lines.
But changing the recipe of Dairy Milk is a bold step.