Cadbury launches low-cal bars under Highlights brand

Cadbury is boosting its presence in the better-for-you confectionery market with the launch of a new range of low-sugar bars. The Cadbury Highlights range is due to be launched next month.

Cadbury is boosting its presence in the better-for-you confectionery market with the launch of a new range of low-sugar bars. The Cadbury Highlights range is due to be launched next month.

The launch comes as the confectionery giant struggles to deal with the aftermath of last month’s salmonella scare, which saw it withdraw several Dairy Milk products.

Industry insiders says that Highlights, which already exists as a low-calorie biscuit brand under licence to Burton Foods, will have a “soft launch” and is unlikely to be supported by TV advertising. Premier Foods previously held the licence for the Highlights range of hot beverages but Cadbury took it back in house earlier this year.

The low-sugar bars, which have 164 calories each, will be aimed at dieters and diabetics. The insiders say that the low-sugar chocolate “is not the same quality as normal Cadbury chocolate”, and the company has reduced its branding to a minimum. The packaging is a cream colour with a “purple haze”, so that it cannot be confused with Dairy Milk and will not be stocked alongside original Cadbury products.

Cadbury has been making limited moves into the better-for-you snack market. Last year, it launched a range of “under-99 calorie” bars, aimed at dieters.

Retailers hit out at the 17.5g versions of Dairy Milk, Dairy Milk with Mint Chips and Bourneville because the products were smaller but more expensive than the original versions. One insider says that the under-99 calorie range is likely to be replaced by Highlights if the latter is successful.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here