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Failure Case Study: Cadbury Dairy Milk 30% Less Sugar Chocolate Bar

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  • 19 Pages
  • November 2023
  • Region: Global
  • GlobalData
  • ID: 5945865
"Failure Case Study: Cadbury Dairy Milk 30% Less Sugar Chocolate Bar" is part of the Successes and Failures research. It focuses on how a reduced sugar offering appeared to fall in a confectionery “no man’s land”. The case study delivers crucial "what?", "why?", and "so what?" analysis to impart valuable lessons that can increase the prospects of a successful product launch.

In 2019, Cadbury introduced a version of its classic Cadbury Dairy Milk bar with 30% less sugar than the original, and no artificial sweeteners. Only four years after its introduction, Cadbury announced it would be removing its Cadbury Dairy Milk 30% less sugar variant from supermarket shelves due to a drop in demand.


  • Low-sugar products are not a daily priority for consumers.
  • Healthier variants can be perceived as being inferior in sensory appeal.
  • Perceptions of healthy living are multifaceted and difficult to encapsulate in one claim.

Reasons to Buy

  • Use the selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents

  • What?
  • Why?
  • Takeaways
  • Appendix

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Cadbury