A Dairy Milk chocolate bar with 30% less sugar will go on sale in 2019.
Mondelēz International, which manufactures Cadbury's chocolate, has described it as the most significant innovation in the brand’s history.
The new bar will contain no artificial sweeteners, colours or preservatives, nor will there be an increase in calories.
The recipe was developed over two years by a team of 20 scientists, nutritionists and preservatives. Their aim was to reduce sugar without compromising the taste of the chocolate.
It will sit alongside the original Dairy Milk on shop shelves to provide an alternative to customers.
If successful, the new recipe will be applied to other Cadbury Dairy Milk products.
Mondelēz International said it wanted to help tackle obesity - particularly childhood obesity - and give customers greater choice.
Glenn Caton, Northern European President of Mondelēz International, said:
Mondelēz International has announced other plans to reduce sugar in its products over the next two years, including:
- Cadbury Boost+ Protein, which will contain 12g of protein per bar and will launch in August 2018 with 32% less sugar than the standard Boost bar
- A ‘40% less sugar’ line extension on BelVita in 2019
- Longer term plans to reformulate popular Cadbury Brunch bars to reduce sugar by around 20% and explore a lower sugar option on Oreo.
- Introduction of ‘30% less sugar’ variants of Maynards Bassetts hero products; Wine Gums and Jelly Babies, in of 2019