The move will see Cadbury bars, Fudge, Curly Wurly and Chomp, as well as Barny sponge bears, brought under 100 calories by the end of 2020, while Cadbury Mini Fingers and Cadbury Animals will be under 100 calories from next month.

The company is aiming to implement the change to Oreo Mini snack packs and Freddo Face Cakes during 2021.

The move follows on the back of the launch of Cadbury Dairy Milk with 30% Less Sugar. The supplier also recently launched Maynards Bassetts Wine Gums with 30% less sugar.

The company is extending a newly re-designed ‘Betreatwise’ logo across its packaging and it currently appears across Cadbury Dairy Milk Freddo Treasures campaign, including its TV advertisement, and will be rolled out across all Cadbury’s advertising in the future.

The logo has been redesigned to be more prominent on pack and act as a visual prompt to remind people to treat in moderation.