It was a mere two years ago that Cadbury debuted its Fruitier & Nuttier Trail Mix, which was hailed as a ‘dreamy’ addition to the chocolate giant’s line up.
Fans quickly dubbed it a ‘game-changer’ on Instagram, with some even saying it was their ‘fave’ product from the brand.
Following this success, Cadbury’s non-HFSS (meaning healthier options, with lower fat, sugar or salt) offering was expanded in 2024 to include Dairy Milk Fruitier & Nuttier bars.
But now, the entire range is being discontinued.
‘We worked incredibly hard to ensure these better-for-you products retained the indulgence and great taste that consumers expect from Cadbury, and whilst the initial response from consumers was positive, sales and availability have significantly dropped,’ a spokesman for Cadbury owner Mondelez International says.
‘As a result, we have taken the difficult decision to withdraw the range from the market, news we know will disappoint some consumers.’
Numbers-wise, Trail Mix accounted for just 0.05% of Cadbury’s £2.4billion value sales in a year-long period.
Despite this flop though, the brand claims its still ‘fully committed to delivering in the wellbeing space’.
It plans to bring forward a renewed range of ‘better-for-you’ products, while investing in ‘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 spokesperson adds.
The Fruitier & Nuttier range isn’t the first casualty of its kind either.
Back in 2019, not long after the sugar tax was introduced to tackle rising obesity levels, Cadbury launched a Dairy Milk bar with 30% less sugar, and no artificial sweeteners, colours or preservatives.
But while the brand promised it didn’t ‘compromise on taste and value’, the response was mixed.
One Tesco reviewer called the product ‘disgusting’, with another claiming itwas ‘quite possibly the worst tasting chocolate ever’. And after four years on the shelves, it was discontinued in 2023.
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