Dieting women cause slump in chocolate sales

Cadbury launches new chocolate bar aimed at women to fight 6.6% drop in sales

Confectioners Cadbury are launching a chocolate bar aimed at women after a slump in sales.

The Crispello bar, which will cost 50p and have 165 calories, is billed as an attempt to win back lost sales, thought to be caused by increased dieting among women.

Annual sales of chocolate bars have fallen 6.6 per cent over the last year.

The company believe this new bar, which has 100 less calories than a Mars Bar and is made of three chocolate-covered wafer shells with a milk chocolate filling, will appeal for women who want to lose weight but still have a sweet fix.

It is also designed with a resealable pack which means those with willpower can eat some of it then save some for later.

A Cadbury spokesperson said: ‘The mix of wafer and chocolate is a lighter way to eat chocolate and we know from experience that women are attracted to this particular format.

‘It will also appeal to women because it is in three separate portions so they can consume a little at a time rather than in one go.’

The bar will be on sale from October 8.

Will you be trying this new chocolate bar? Do you think it could be good as part of a diet? Let us know in the comments below.

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