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.

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.