Cadbury Dairy Milk 30% Less Sugar (Sainsburys) By @Cinabar

Dairy Milk chocolate has an iconic flavour. Most British people can recognise it from a small taste, and many will declare it their favourite chocolate. Messing with the recipe is a no no as is changing the shape apparently (when Cadbury changed the shape and people complained the flavour had altered too). The point is my brain knows how Cadbury Dairy Milk should taste, which makes this new Dairy Milk 30% Less Sugar bar difficult to review.
First thing to note on this new bar is that although it is Dairy Milk 30% Less Sugar there aren’t any sweeteners topping up the flavour, they just simply cut back. The second thing to note is that usually bars that look this size are 100g bit this one is 85g and it is thinner, which I guess helps with portion control and the reduced calories. The final thing to note before I take the wrapper off is that the bar has an extra ingredient that I don’t think I’ve seen before in Cadbury chocolate soluble maize fibre. Fibre is good for you so it is not a bad thing, but it strikes me this is a bit of a filler ingredient.

So I opened up the Cadbury Dairy Milk 30% Less Sugar bar and found a bar of chocolate that looked much as you would expect except a little thinner. I broke a piece off and gave it a try. The flavour is very similar to Dairy Milk, the cocoa level is the same and there is even a lovely creaminess to the bar, but my taste buds were expecting a strong kick of sweetness which never appeared, merely a gentle hint of sugar. Also the bar reminded me of the chocolate used in Cadbury Flake which has always had a deeper cocoa taste than regular Dairy Milk, but again less sweet. This is a pleasant bar of chocolate, but its close proximity to something I almost recognised but then didn’t quite match my expectations bothered me. I think if I had never had Dairy Milk before I would have enjoyed this chocolate more, as it is it felt incomplete to my taste buds. Healthier yes, and as such this Cadbury Dairy Milk 30% Less Sugar is a good product to introduce. I think as a nation we may have become accustomed to excess sugar, and it is something that probably does need reducing. Unfortunately I do have a rather a sweet tooth.